TOPIC: BUSINESS ENVIRONMENT AND SWOT ANALYSIS OF THE

CURACAO RETAIL STORE

FERREÑAFE-2015

I. INTRODUCTION

The study of the business environment allows us to know the external factors that
directly or indirectly affect a business, one of the analyzes used to know these factors
is the PEST analysis (political-legal, economic, social and technological), if it is
necessary to know the internal environment of the business, the SWOT matrix
(strengths, opportunities, skills and threats) is the tool that will be very useful.
Nowadays, companies have given greater importance to these studies so that greater
business profitability can be achieved, since if the external and internal factors that
affect the company are better known, we will know what strategies to apply and how
they can be carried out. cape.

In the following work, the company Curacao has been chosen, located in the province
of Ferreñafe (department of Lambayeque), which is a company dedicated to the sale of
household appliances, a survey was applied and information provided by store
personnel was collected. and also from the internet. With the information collected, we
worked to determine the PEST analysis and the SWOT matrix of this store.

II. GENERAL STORE DATA

II.1. Company name: Total Artefactos SA

II.2. Commercial Name: La Curacao

II.3. Line of business or activity: Retail sale of household appliances and

equipment.

II.4. Location: Extension Grau 191- Pueblo Nuevo- Ferreñafe

II.5. Background (Promoters, seniority, etc.)

This company is dedicated to the sale of household appliances and other products for
sports, video, audio, computers, motorcycles and motorcycle taxis. Cataloged as the
first chain of appliance stores with a national presence, considered a leading company,
with more than 14 years in the Peruvian market. Concerned with satisfying its
customers, providing them with the greatest variety of products with "the best brands at
the best prices"

II.6. Mission

“To be the best Peruvian alternative in satisfying the needs of our customers,
promoting the consumption of our products based on service excellence; achieving in
turn the solidity of the company and the well-being of its members.”

II.7. Vision

“Be in the mind of every Peruvian who needs our products and services”

III. EFFECTIVE HIERARCHICAL STRUCTURE OF THE GROUP

III.1. ORGANIZATION CHART AT EFFECTIVE GROUP LEVEL

SHAREHOLDERS MEETING

DIRECTORY

CONTROLLER
MANAGEMENT

GENERAL MANAGEMENT

MANAGEMENT OF HUMAN LEGAL ADVICE

ADMINISTRATION AND RESOURCES DEPARTMENT
FINANCE MANAGEMENT

THE CURACAO MAXIWINERY/COSSTO TOTAL SERVICES

III.2. ORGANIZATION CHART OF EACH CURACAO STORE

GERENCIA DE TIENDA

SUPERVICION DE VENTAS

GESTION DE CREDITOS

VENTAS CAJA LOGISTICA

IV. MAIN FUNCTIONS OF EACH AREA OF THE CURACAO FERREÑAFE

STORE

IV.1. MANAGEMENT:

 Supervise the personnel under his/her charge, so that they fully carry out the
assigned functions.
 Address complaints or claims, whether from customers, suppliers or
employees.
 Guide and motivate sales staff to achieve set objectives.
 Manage merchandise orders with suppliers.
 Coordinate with Lima staff on the store's requirements, whether economic,
employee benefits or others.

IV.2. SALES SUPERVISION

 Coordinate, together with management, the distribution of areas to vendors for

the sale of household appliances.
 Distribute flyer areas for vendors.
 Accompany sellers to field work.
 Verify the approval of credits.
 Coordinate with the credit officer the attention of all credit requests.
 Consolidate sales by seller, and report to management.

IV.3. CREDIT MANAGEMENT

 Verify the information on credit applications submitted by sellers.

 Approve or reject credit requests according to company policies.
 Coordinate with sales supervisor to regularize pending credits.
 Inform your superiors of irregularities or particular cases that arise during the
credit review.
 Guide sellers in the correct filling out of credit applications.

IV.4. SALES

 Perform field or store work, as directed by the sales supervisor.

 Fill out credit applications in accordance with what is established by store.
 Serve and offer quality service to customers.
 Be the main channel to receive customer claims and complaints.
 Offer guarantees for the products to be sold.

IV.5. BOX

 Carry out collection for products sold.

 Enter into the system the documents that support the receipts and outflows of
petty cash cash.
 Prepare tonnage reports, for compliance by the manager.
 Other activities established by management.

IV.6. LOGISTICS

 Reception of new products, verifying the state in which they arrive and that it is
in accordance with what was requested.
 Deliver returned or defective products to the technical support area.
 Create entry and exit guides for products.
 Organize product inventory, monthly or when requested.
V. PEST ANALYSIS OF THE COMPANY CURACAO – FERREÑAFE

Political and legal:

 Import tariffs on household appliances and equipment.

 Rules and laws regarding workers.

Economic:

 Granting credits to your clients.

 Treaties with various countries (FTA).
 Economic stability
 Consumer confidence.

Social:

 Hiring young staff with knowledge of office automation.

 Staff with a vocation for service and customer service.
 Population growth.
 People with more knowledge in technology.

Technological:

 Access to telephone and internet services.

 Periodic update of the product line.
 Emergence of new software that helps improve customer service.
VI. SWOT MATRIX

STRENGTHS WEAKNESSES

 Personalized service  Slow rotation of merchandise

 High quality products  Delinquent customer portfolio

 Financial stability  Lack of marketing area

 Adequate use of information and  Employee attention is poor

communication technology
 Their brands are not very
 Good relationships with suppliers accepted in the market

 Adequate infrastructure and

conditioning

 Great variety of products

 Products with guarantee

 Good reputation

OPPORTUNITIES THREATS

 Implementation of FTA with the  Increase of competitors

US and China
 Constantly changing exchange
 Established network that allows rate
new products to be introduced

 Implementation by the state of  Informal sale

the digital signal
 Equipment smuggling
VII. CONCLUSIONS

 The study of the business environment allows us to know the external factors,
and knowing and knowing how to identify the internal factors of the business
helps to have more precise data for decision making.

 The Curacao store is a consolidated company, which also makes use of the
PEST analysis and the SWOT matrix. In the specific case of the Ferreñafe
store, decision-making is the responsibility of the manager.

 This store works based on strategies to achieve its objectives.

VIII. BIBLIOGRAPHY

 http://www.degerencia.com/articulo/analisis_dofa_y_analisis_pest
 http://es.wikipedia.org/wiki/An%C3%A1lisis_PEST
 http://www.emprendedores.es/gestion/como-hacer-un-dafo/como-hacer-un-
dafo2
 https://dafo.wikispaces.com/Procedure
 http://www.matrizfoda.com/
IX. ANNEXES
ANNEX N° 01- SURVEY CONDUCTED TO SALES SUPERVISOR

ANNEX N° 01- SURVEY CONDUCTED TO SALES SUPERVISOR

ANNEX N° 02- PHOTO OF THE SALES SUPERVISOR, FILLING OUT SURVEY