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GRUPO INDITEX: PLAN DE CRECIMIENTO, ANÁLISIS Y RECOMENDACIONES 2018-2022 José Contreras-Rivas

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GRUPO INDITEX: PLAN DE CRECIMIENTO, ANÁLISIS Y RECOMENDACIONES 2018-2022 José Contreras-Rivas GRUPO INDITEX: PLAN DE CRECIMIENTO, ANÁLISIS Y RECOMENDACIONES 2018-2022 José Contreras-Rivas Lima, noviembre de 2018 PAD Escuela de Dirección Máster en Dirección de Empresas Contreras, J. (2018). Grupo Inditex: Plan de crecimiento, análisis y recomendaciones 2018-2022 (Trabajo de investigación de Máster en Dirección de Empresas). Universidad de Piura. PAD-Escuela de Dirección. Lima, Perú. GRUPO INDITEX: PLAN DE CRECIMIENTO, ANÁLISIS Y RECOMENDACIONES 2018-2022 Esta obra está bajo una licencia Creative Commons Atribución-NoComercial-SinDerivar 4.0 Internacional Repositorio institucional PIRHUA – Universidad de Piura UNIVERSIDAD DE PIURA PAD ESCUELA DE DIRECCIÓN GRUPO INDITEX PLAN DE CRECIMIENTO ANÁLISIS Y RECOMENDACIONES 2018 - 2022 Trabajo de investigación para optar el grado de Máster en Dirección de Empresas JOSÉ ANTONIO CONTRERAS RIVAS Asesor: Miguel Bazán García Lima, noviembre 2018 Un especial agradecimiento a mi familia, por su incondicional apoyo y sabias recomendaciones en mi investigación. II A mi esposa Rosario y a mis cuatro hijos, José Antonio, Álvaro, Eduardo y Alonso. III Resumen ejecutivo El Grupo Inditex es uno de los principales líderes de la industria de la moda rápida. De origen español, se ha expandido rápidamente en los últimos años hasta alcanzar más de 7,000 tiendas en más de 90 países, a pesar del contexto de crisis que ha atravesado la economía europea. La clave de su éxito radica en un modelo de integración vertical, producción y venta en tiendas propias. Este control de todo el proceso le brinda mayor flexibilidad que a sus competidores para responder con rapidez a las últimas tendencias de la moda. A diferencia de otras grandes cadenas internacionales, que dependen de una extensa red de proveedores con largos plazos de entrega, la ropa que se vende en Zara y las demás cadenas del Grupo se produce localmente. Desde el teñido de las telas, el diseño, trazado, corte y acabado de las prendas, todo el proceso se controla en el centro logístico de La Coruña. La confección de vestimenta básica se subcontrata con talleres cooperativos cercanos. Como consecuencia de este proceso, Inditex ofrece a sus clientes ropa de diseño de última moda a precios accesibles. Por esta razón, amerita un análisis para establecer un plan de crecimiento de los años 2018 a 2022. Palabras clave: líderes de la industria, moda rápida, tiendas, modelo, integración, cadenas internacionales. IV Índice Resumen ejecutivo ..................................................................................................................... IV Introducción ................................................................................................................................. 1 Capítulo I La empresa ................................................................................................................ 2 1. Situación actual .................................................................................................................. 2 2. Historia de la empresa ....................................................................................................... 3 3. Proceso de internacionalización ........................................................................................ 5 Capítulo II Análisis y diagnóstico situacional ........................................................................... 9 1. Análisis del macroentorno ................................................................................................. 9 1.1 Entorno político y legal ..................................................................................................... 9 1.2 Entorno económico ......................................................................................................... 13 1.3 Entorno sociocultural ..................................................................................................... 13 1.4 Entorno tecnológico ........................................................................................................ 14 1.5 Entorno ecológico ........................................................................................................... 15 2. Análisis del microentorno ................................................................................................ 16 2.1 Poder de negociación de los proveedores ....................................................................... 16 2.2 Poder de negociación de los clientes .............................................................................. 17 2.3 Amenaza de los nuevos competidores ............................................................................. 18 2.4 Amenaza de productos o servicios sustitutos .................................................................. 19 2.5 Rivalidad entre los competidores existentes ................................................................... 19 2.5.1 Hennes and Mauritz AB (H&M) ................................................................................. 20 2.5.2 Gap ............................................................................................................................. 22 2.5.3 Comparación de los principales indicadores ............................................................. 23 Capítulo III Análisis de la organización .................................................................................. 25 1. Estrategia y planeamiento actual .................................................................................... 25 2. Estructura organizacional ............................................................................................... 28 3. Recursos humanos ............................................................................................................ 30 4. Marketing .......................................................................................................................... 31 4.1 Segmentación .................................................................................................................. 31 4.2 Mezcla de marketing ....................................................................................................... 35 4.2.1 Producto ..................................................................................................................... 35 4.2.2 Plaza ........................................................................................................................... 36 4.2.3 Precio ......................................................................................................................... 37 4.2.4 Promoción .................................................................................................................. 38 5. Operaciones ...................................................................................................................... 38 5.1 Fabricación ..................................................................................................................... 39 5.2 Subcontratación .............................................................................................................. 39 5.3 Logística y distribución ................................................................................................... 40 6. Responsabilidad social ..................................................................................................... 41 6.1 Dimensión social ............................................................................................................. 41 6.2 Dimensión medioambiental ............................................................................................ 43 6.3 Denuncias ........................................................................................................................ 44 7. Resultados contables y financieros de 2013 a 2017 ....................................................... 45 7.1 Análisis de estados financieros ....................................................................................... 45 7.2 Comparación con la industria ........................................................................................ 46 8. Cadena de valor ................................................................................................................ 47 8.1 Actividades de apoyo ....................................................................................................... 49 8.2 Actividades primarias ...................................................................................................... 49 8.3 Conclusiones del análisis de la cadena de valor ............................................................ 51 Capítulo IV Planeamiento estratégico ..................................................................................... 53 1. Análisis de fortalezas, oportunidades, debilidades y amenazas (FODA) .................... 53 V 1.1 Fortalezas ........................................................................................................................ 53 1.2 Oportunidades ................................................................................................................. 55 1.3 Debilidades ...................................................................................................................... 57 1.4 Amenazas ......................................................................................................................... 59 2. Visión y misión ................................................................................................................. 60 3. Objetivos
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