Bibliographic citations
Farias, M., (2019). Sustentación de caso: propuesta de un plan estratégico del ingreso al mercado peruano de una empresa del sector fast fashion [Universidad de Lima]. https://hdl.handle.net/20.500.12724/12090
Farias, M., Sustentación de caso: propuesta de un plan estratégico del ingreso al mercado peruano de una empresa del sector fast fashion []. PE: Universidad de Lima; 2019. https://hdl.handle.net/20.500.12724/12090
@misc{sunedu/2789790,
title = "Sustentación de caso: propuesta de un plan estratégico del ingreso al mercado peruano de una empresa del sector fast fashion",
author = "Farias Lozada, Maria Paz Guadalupe",
publisher = "Universidad de Lima",
year = "2019"
}
This case of study has been developed by using the intellectual resources acquired during the Administration career at the Universidad de Lima, thus being able to carry out a correct business and sector analysis. The sufficiency work outlines a complete strategic plan that seeks the viability of the entry of the Japanese giant Fast Retailing to the local market in the near future. For this, the investigation of each strategic business unit of the Fast Retailing group was crucial, so that its main characteristics could be defined, compared with its potential local competitors and predicted its development in Peru. The development of this work consists of four parts: the first chapter details the strategic diagnosis carried out, in addition to the relevant internal and external factors, and administrative management tools were used, such as Alexander Osterwalder's canvas, the value chain, the SWOT matrix, the external PEST analysis and finally the competitive forces analysis. The second chapter specifies the development of various strategies, among which are: global, business and functional. The third chapter raises the evaluation and the proposal for redesign in the organizational structure and management of the transition to change. The fourth chapter is clearly focused on the management and control tools, in order to guarantee the correct monitoring of the strategies proposed when entering the Peruvian market is completed. It is necessary to specify that the information provided by the Fast Retailing case authored by Harvard Business School was complemented with current data in order to obtain a better quality of information and support for an analysis of the real situation of the company. Additionally, well-known authors of administrative theory were used as support in order to achieve a work that represents a consistent and adequate analysis of reality, both of Fast Retailing and the local Peruvian market.
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