Plan Estratégico Marcela Herrera Fashion Group S.A.S.

Abstract

The objectives for Marcela Herrera Fashion Group´s strategic plan will be: to assure the growth and sustainability of the business, the development of the business structure and its organizational processes to provide more control, an increase in sales, profit maximization and the development of an own brand. In order to achieve the objectives, the company decides to focus on two main strategies: customer intimacy as a strategy for the outlets and brand development and customer recognition as a strategy for growth. For the first strategy it was determined that collaborators would develop knowledge and abilities so that an integral solution can be provided to the client offering an upper class status purchase experience to the company´s target customer segment which is the middle class. It is in this target customer segment where there is a major concentration of people with service needs that are not being served and in order for the company to fulfill these needs the outlets will be re-designed, processes will be improved in order to assure the accomplishment of the value proposition which is: “make our client´s dreams come true through our wedding and haute couture dresses by an excellent service and useful counseling making of that day an unforgettable memory”. In order for the business to grow, a brand development strategy was created. The brand is to have national and international distribution being a leader in costs and in product, finding support in a company that has more than 30 years in the market and in the excellent reputation of the Colombian designers which allows the company to achieve the necessary leverage. Marcela Herrera has become the first Colombian designer to achieve world recognition in the wedding dresses segment of the market.