Análisis Estratégico para “Amor a Primera Vista”: Reto Empresarial

In recent years, the women's footwear market has unquestionably been a challenge for some companies. For this reason, this degree work had the purpose of designing a value proposition for the launch of its own stores of the “Amor a Primera Vista” brand of the Colombian company Calzatodo, and thus achieve a solid positioning of the brand in these dynamic markets. In its development, trends were explored, a benchmarking with similar brands was carried out, also a thorough market investigation, with which a brand diagnosis was established that presented certain opportunities. To solve these opportunities and enhance the strengths, a strategic plan was proposed that ranges from the optimization of the brand image with a rebranding of “Amor at Primera Vista” to APV and a media plan, to the promotion of the product, price indices and a talent development model. This strategic plan culminates from distribution with a mixed model for the launch of stores that is carried out gradually according to the returns on investment that are being obtained, the first year continuing in its own stores, the second year migrating to adjacent independent stores to the current ones and in the fourth year to launch boutiques. This model is financially feasible with a positive NPV and an interesting IRR. In short, this strategic plan is a transition proposal to make the brand independent and position it as an exclusive premium brand in a dynamic and changing market.

• Autores: Méndez Hernández, Josefina; Díaz Moreno, Juan Sebastián; Álvarez Morales, Juan Camilo
• Tipo de recurso: Tesis
• Fecha de publicación: 2023
• Institución: Universidad ICESI
• Repositorio: Repositorio ICESI
• Idioma: spa
• OAI Identifier: oai:repository.icesi.edu.co:10906/130236
• Acceso en línea: https://hdl.handle.net/10906/130236; https://biblioteca2.icesi.edu.co/cgi-olib/?oid=362393
• Palabra clave: Plan estratégico; Posicionamiento de marca; Industria del calzado; Calzado para mujer; Comercio electrónico; Marketing; Ventas; Desarrollo del talento; Marca Premium; Modelo Mixto; Tesis en Maestría en Gestión Empresarial; Strategic plan; Brand positioning; Footwear industry; Women's footwear; E-commerce; Marketing; Sales; Talent development; Premium Brand; Mixed Model
• Rights: openAccess
• License: http://creativecommons.org/licenses/by-nc-nd/4.0/