2023-06-16, Méndez Hernández, Josefina, Díaz Moreno, Juan Sebastián, Álvarez Morales, Juan Camilo, Ramírez Robledo, Enrique

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.

2023-06-16, Dlaikan Mogollón, Haedel Nasib, Chávez Chaves, José Bilfredo, Ramírez Robledo, Enrique

A partir del análisis a la línea de negocio “Amor A Primera Vista”, de la empresa Calzatado, se resolvió el reto estratégico de abrir tiendas propias para posicionar la marca. Se recomienda implementar una estrategia basada en testear la aceptación de la marca en las tiendas actuales, comprender las características del cliente y ofrecer una experiencia diferencial que permita posicionar la marca en las nuevas tiendas a futuro. El análisis siguió la metodología desing thinking para definir las características del cliente ideal y cuantificar el mercado objetivo.

2023-06-16, Rangel Ramos, Rafael, Velasco Rivera, Julián, Ramírez Robledo, Enrique

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.

2023-06-16, Escalante, Juan Camilo, Ramírez Pérez, Pamela, Ramírez Robledo, Enrique,

The objective of this document is to present an analysis of the alternatives for opening their own stores of the Amor a Primera Vista de Calzadoto brand. Through an overview of the footwear industry, economic and fashion trends and the challenges of the sector are presented. A comparison is made with rival brands that offer women's footwear such as Studio and Zara. Through surveys, a sample of potential customers were consulted to learn about their footwear purchasing habits. Visits to current Calzatodo stores where the brand is available were also made to learn about the displays and to have the opportunity to interview the saleswomen of each store. Subsequently, the financial analysis of two alternatives were carried out, the first was to continue in Calzatodo stores but improving the presentation of the brand and generating an independent online store. The second option considered the opening of stores under the own brand. According to the economic conditions, the first option was viable due to investment costs and better performance in indicators such as the net present value and the internal rate of return. It is concluded that the first option is the most appropriate, at the same time the brand must work to improve its marketing in order to establish itself in the retail industry. Currently it has advantages such as its quality, product diversity, innovative designs and aspects that are valued by customers. If it is established, it is feasible that it can make its online store independent as an independent brand and even at a medium size it can have its physical stores, which is possible because it would have a higher sales volume and would make this initiative financially viable.