Análisis de la estrategia para la creación de las Tiendas “Amor a primera vista” de Calzatodo

Abstract

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.