The purpose of this thesis was to formulate a five year Strategic Plan for Real Plaza,
covering the period 2019 to 2024. Real Plaza is the largest chain of shopping centers in Peru,
an industry where many different trends are modifying the external environment, such as the
increasing importance of e-commerce and environmental conservation, which are changing
the whole industry and also demanding changes in the strategy of the company while
reinforcing the importance of strengthening Real Plaza’s competitive advantage to compete
through a differentiation strategy in the industry. The Sequential Model of the Strategic
Process was used to formulate this Plan (D’Alessio, 2013). The main result of the Strategic
Process shows the need for Real Plaza to develop a differentiation strategy to achieve the
proposed vision for 2024 in eight major areas: (a) Financial performance, (b) Market
penetration, (c) Brand recognition, (d) Mix of tenants, (e) Innovation, (f) Corporate Social
Responsibility, (g) Digital transformation, and (h) Organizational Culture. Eleven strategies
were retained (a) Increase penetration, (b) Increase market share, (c) Augment the quality and
variety of stores, (d) Position the brand as entertainment centers for the family, (e) Create an
omni-channel strategy, (f) Increase productivity of employees, (g) Brand loyalty, (h) Be
environmentally and social responsible, (i) Diversify offering, (j) Transform shopping centers
to entertainment centers, and (k) Strategic alliances to support the community.
| Identifer | oai:union.ndltd.org:PUCP/oai:tesis.pucp.edu.pe:20.500.12404/14486 |
| Date | 01 July 2019 |
| Creators | Catacora Flores, Cristina Celedonia, Kanamori Ogata, Claudia Eliana, Maldonado Bocangel, Evelyn María del Carmen, Vizcardo Medina, Marco Augusto |
| Contributors | Guevara Moncada, Rubén |
| Publisher | Pontificia Universidad Católica del Perú, PE |
| Source Sets | Pontificia Universidad Católica del Perú |
| Language | English |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/closedAccess |
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