Analisis Arturo Calle

Arturo Calle - General Presentation to the Company

PRESENTATION OF THE COMPANY
ARTURO CALLE is a Colombian company that “commercializes garments and accessories for men”. Today, the company has “expanded its businesses to over 57 stores nationwide”.ARTURO CALLE, with the support of all its coworkers has created a unique leading model for the fashion industry and also for the country’sbusiness sector
* Mission
“ARTURO CALLE designs, tailors and commercializes garments and accessories for men, with international quality standards, fair process and excellent customer service on the point of sale, assuring to satisfy the needs and expectations on its customers. As well, is in permanent search for innovation and improvement of its processes, the integral development of theorganization and the welfare of its human resource, to obtain a reasonable profitability and contribute to the nation social development.”

* Vision
“To be national leader on the tailoring and commercialization of garments for men, complying with the international quality standards, with projection in the Latin-Americanmarket, thus establishing stores on the main cities on the nation and in theforeign markets.
AERTURO CALLE’s human resource is committed and professionally qualified to satisfy the needs of our customers, contributing to the development of the nation and its welfare.”

* International view
According to an interview held by Arturo Calle, who is the general manager of the company, in 31st may 20011, the internationalization process is planned to start in 2 years and thetarget markets are central and south America. For this process the company has been investing a considerable amount of money on the modernization of logistics processes and the production capacity in order to respond in the adequate way to the international customers. Arturo Calle said “when we go to the foreign markets, we are going well prepared; we are not going to experiment”.

* StructureARTURO CALLE (AC) is a company that is quite big and they have already established an organizational structure which is divided by processes. First, these are divided into the main three procedures of the company: Strategic, Operative and Support. Each one of these processes has subdivisions.
We want to propose, to support the internationalization process, the creation of a new division. Thiswould be the international subdivision. The main purpose of this branch is to support all the activities related to the exports and international franchises. Additionally, it is extremely important to create this new division to start with the gathering of information about the internationalization process and the way that AC is reacting to that and how it is being managed. This will serve as amarket intelligence research unit. It is important that the company offer the proper training to all the personnel involved in this process.

* Target Market Profile
The company has established that the target market they want to penetrate first is the Latin-American market; this is due to the similarity in the clothes consumption, he demand patterns and the preferences of the people.According to the company’s statement, the market researched in this paper is the Chilean market. This market has shown and stable growth in the recent years, as well as the most stable economy of the region.

Chile

* Political
Executive branch: President: Sebastian Piñera (2010 - 2014)All through his term, SebastiánPiñera, the president, will combine a structural reform agenda to improveproductivity and competitiveness with extensive social measures. Chile will maintain sound public finances, and it is expected the government to achieve a cash surplus in the 2011-15 forecast period. After an expansion of 5.2% in 2010, growth will surge by 6.2% in 2011, owing to base-year effects and an investment boom. Growth will then average 4.9% in 2012-15.
Legislative Branch: National congress:...