Business plan de prati ecuador - ucsg

CATHOLIQUE UNIVERSITY OF SANTIAGO DE GUAYAQUIL

INTERNATIONAL BUSINESS STUDIES

INTERNATIONAL BUSINESS

DE PRATI

TUTORIAL 2
CAROLINA BRAVO REYES
JOSÉ LUIS CRESPO BARREZUETA
ÁLVARO GARCÍA ESCOBAR
ANDRÉS ÁVILA
CRISTINA SALAZAR BELLERÍN
ALBA VÁSCONEZ YULÁN

I. BUSINESS SELECTION

DESCRIPTION

De Prati is an Ecuadorian store that commercialized clothes (children, teenagers,maternity, ladies and gentlemen); make up, perfumes, home and office furniture, shoes, purses, beauty and hair care products, and technological devices. The store started as a fabric store in 1940, and then they added imported glassware. After that they started the fashion business and a few years later they integrated credit card system. Nowadays they have more than 20 stores in Guayaquil andQuito.

PORTFOLIO

← Ladies

← Gentlemen

← Babies

← Boys and Girls

← Make up

← Perfumery

← Capillary care

← Facial care

← Home

← Gifts

← Gift cards

← Technological Devices

II. MISSION STATEMENT

Dress our clients and their homes fashionable, offering an extraordinary experience of purchase, and generatingbenefits to the whole community by the creation of new job posts.

III. VISION STATEMENT

Be a leader on the market, by means of professional administration, that allows a supported and tidy growth.

IV. GOALS
• Be one of the best clothing companies in Chile, at service, production process and quality products by offering new trends.
• Have an efficient management in order to optimizeresources used to position De Prati as market leader in consumer preference by sending qualify Ecuadorian people to training to our employees about the company and how everything works.
• Position the brands in the international market with strategies such as introducing our credit card, presents with the high volume purchases.
• Commercialize local products, improving distribution channels(trucking transportation, sea transportation)
• Constantly training to employees in customer service, to achieve greater efficiency and productivity.

V. STATEMENT OBJECTIVES

|1 | |
|FINANCIAL |Improve our profitability in 30%|
|CUSTOMERS |Grow in the market in 10% |
|OPERATIONAL EFFICIENCY |Have an own factory to produce our own clothes |
|PEOPLE |Develop people'sknowledge in production process |

VI. SWOT

Strengths

• The most recent trends for less.
• Expansion into different formats (Charlotte, Glam Rock, Flower Power)
• It is the one stop shop for fashion.
• Good quality clothes
• Young employees
• Good Organizational Structure
• Good Reputation
• Consumers are indulged into DePrati’s advertisements wherever they go.

Weaknesses

• Some stores can be messy and others can be organized.
• Not all employees help clients
• A new unknown international market
• The company depends upon various third parties for the manufacture of all its merchandise.

Opportunities

• As it is a new company it has the opportunity to cause a great impact
• It can be givendirect credit to new clients
• It can develop loyal customers
• Moving into malls to be recognized by customers

Threats

• Other outlets market to the same market at low prices. (Rio Store, Supermaxi, Super, Éxito)
• Intense competition in the international Market ( Voga Barcelona, Paris Store, Siman Store)
• The current economical recession.
• The aftermath of the earthquake.
•...