Análisis Estratégico de la línea de negocio “Amor A Primera Vista” de Calzatodo

This degree project consists of the resolution of the business challenge of the Master's in Business Management, which focused on the case of Calzatodo, a footwear company. Next, the different key aspects to be addressed in this report are explored. It begins by analyzing global trends in the footwear industry. It is essential to understand how this sector is evolving worldwide, considering aspects such as the demand for sustainable products, the growing customization of footwear, the rise of e-commerce, and the impact of technology on footwear design and manufacturing. Then, the presenters delve into the world of benchmarking, examining cases of companies that have faced dilemmas like Calzatodo's. Through this comparative analysis, successful strategies and lessons learned from other companies in managing their brand in the competitive footwear market will be identified. Next, market research is conducted. To make informed decisions, it is crucial to gather data from various secondary sources, such as industry reports and competitor analysis. Additionally, user interviews are presented, and observations are carried out to gain a deeper understanding of consumers' needs and preferences. Afterwards, the necessary financial analysis was conducted to launch the brand, evaluating production costs, expected profit margins, marketing and advertising expenses, as well as projected revenue streams. This analysis provides a clear view of the project's financial feasibility and enables strategic decisions based on solid grounds. Then, a comprehensive strategic review of the project was conducted, integrating the findings from market research and financial analysis to define the most suitable strategic direction for the Calzatodo brand, considering aspects such as differentiation, market segmentation, and value proposition. Subsequently, the pros and cons of the project were analyzed, providing solid and well-founded recommendations. By examining the positive and negative aspects, it is possible to evaluate the risks and opportunities associated with the launch of the Calzatodo brand stores, providing clear and success-oriented recommendations. Finally, a comprehensive proposal for the launch of the Calzatodo brand stores is presented. This proposal includes marketing strategies, distribution and brand positioning, as well as specific actions to carry out a successful launch and capture consumers' attention. Keywords: footwear industry, brand dilemmas, market research, financial analysis, strategic proposal.

• Autores: Rangel Ramos, Rafael; Velasco Rivera, Julián
• Tipo de recurso: Tesis
• Fecha de publicación: 2023
• Institución: Universidad ICESI
• Repositorio: Repositorio ICESI
• Idioma: spa
• OAI Identifier: oai:repository.icesi.edu.co:10906/130234
• Acceso en línea: https://hdl.handle.net/10906/130234; https://biblioteca2.icesi.edu.co/cgi-olib/?oid=362394
• Palabra clave: Industria de calzado; Dilemas de marcas; Investigación de mercado; Análisis financiero; Propuesta estratégica; Tesis en Maestría en Gestión Empresarial; Footwear industry; Brand dilemmas; Market research; Financial analysis; Strategic proposal
• Rights: openAccess
• License: http://creativecommons.org/licenses/by-nc-nd/4.0/