EL AMBIENTE DE MERCADOTECNIA Caso
Topy Top Freddy Ernesto Espinosa Larriva Doctorado en Ciencias Administrativas UNMSM 2004
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AMBIENTE DE MERCADOTECNIA Perfil
Topy Top se dedica a la confección de prendas de vestir de tipo casual (sport), en tejidos de algodón planos y de punto, para niños, jóvenes y adultos (hombres y mujeres). Verticalmente integrada. Orientada a la exportación. Tiendas en Lima (11): Jirón de la Unión 721; 791; 536, Gamarra, Huallaga, San Miguel, Jockey Plaza, Larco, Junin 410 Ventas al por mayor; Megaplaza, Minka.
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Referencia Histórica En 1985, su fundador, Aquilino Flores, vendedor ambulante en Gamarra, observa escasa rotación y variedad de modelos: Los productos de bajo precio eran siempre similares y apenas se variaba el diseño de los mismos. «Obsesión por la satisfacción del cliente
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Referencia Histórica Comienza a exportar en 1995 al mercado latinoamericano. En 2002, Topy Top vendía 500.000 prendas mensualmente a través de su cadena nacional de tiendas. En los últimos años – a partir de 1997- ingresa a EE UU, UU, Europa y Asiaaumenta sus ventas al exterior. Hace menos de cuatro años, Topy Top era la décima empresa del sector textil de Perú en volumen de exportación: ventas por 22,43 millones de dólares. 2002: ventas de exportación por 36,7 millones de dólares. 2003: 13 millones de dólares
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MICROENTORNO LA EMPRESA Alta Dirección El fundador diseñó un modelo de negocio con el objetivo de ofrecer al cliente «una gran variedad siempre novedosa de prendas de buena calidad a precios aceptables». Sin dejar de ser una empresa de grupo familiar, cuyo Presidente es Manuel Flores, Topy Top tiene una plana de
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MICROENTORNO LA EMPRESA Dirección de Marketing Exitosas estrategias de marketing. Variedad de productos:
Topy Top maneja varias líneas de productos en la categoría de ropa para damas y caballeros, jóvenes y niños. Cuenta con marcas propias como Topy Top, New York, Paviotti, Xiomi y otras. Los puntos de venta reciben r eciben nuevos modelos en forma
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MICROENTORNO LA EMPRESA Diferenciación:
Posee licencias de las siguientes marcas “top”: Hang Ten, Warner Brothers y Disney. Fabrica por encargo de
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MICROENTORNO LA EMPRESA Rebajas y promociones de ventas:
En la moda, el ciclo de vida de los productos es muy corto. Por ello, una vez que entran en
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MICROENTORNO LA EMPRESA Buena calidad:
Los productos son mayoritariamente de tejidos de algodón de la mejor calidad (Tangüis).
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MICROENTORNO LA EMPRESA Promoción (Publicidad):
Campañas creativas y eficaces en diarios, radio y TV.
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MICROENTORNO LA EMPRESA Distribución:
Topy Top basa su negocio en la alta rotación: «Gran variedad siempre novedosa de prendas
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MICROENTORNO
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MICROENTORNO
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MICROENTORNO
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MICROENTORNO
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CONCLUSIONES 3. La mayor de las amenazas, sin embargo, está constituida por la eliminación automática (este fin de año) de las cuotas mundiales en el marco del Acuerdo Multifibras -hoy ATV-, que liberalizará las exportaciones asiáticas (China, Vietnam, India, etc) hacia los EE UU, y que hará perder enormes cuotas de participación en dicho mercado, no sólo a Topy Top sino a la mayoría de las empresas textiles del
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RECOMENDACIONES ante la amenaza china
Mejorar los factores de competitividad nacional y reforzar los niveles de eficiencia y productividad en todo el Sector TextilConfecciones: Orientarse a productos “descomoditizados”, con mayor valor agregado. Fortalecimiento de las cadenas productivas, expandir la capacidad instalada y (en confecciones) optar por el Full telas y tejidos de acabado local). Package ( telas Reducir los sobrecostos laborales. Capacitación. Programa de fomento a la inversión privada y extranjera y hacer eficientes los servicios de exportación.
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China aumentará en 34% su participación en el mercado estadounidense de prendas de vestir después de la eliminación de cuotas en el 2005 2 005
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