MI TIENDECITA DE MODA
---Maria Alva’s fashion business

Celso Silva(221535)，Dan Lin(220396)，Ivan Valverde(221258)
Yinying Li(Sabrina, 220988)，Siwen Ma(Stella, 220799)
Instructors: Ray Bennett，Duff Warren，Lisa Koster
Schulich School of Business, York University
2015.8.12
Executive Summary
This report provides an analysis and evaluation of the current Facebook fashion store Mi Tiendecita de Moda (MTM), which was ran by Maria Alva in Lima, Peru. Methods of analysis include PEST, PORTER FIVE FORCES, and SWOT to examine the basic ability and competitiveness of the enterprise, as well as the potential developing opportunities.

The result of the analysis shows that although Ms. Alva’s business has had a distinguishable achievement in that period, her operation model is no longer suitable for the booming needs of the market. She faces a series of problems, including an over-loaded work schedule, supply chain enhancement, business domain development and customer service improvement.

The conclusion of the report ascertains that the improvement of her current business model can strengthen the company’s competitiveness, benefit more Peruvian women and increase profitability.

To reach the target, Ms. Alva is recommended to:

* Focus on target customers, who are 20-39 years old, upper middle class females * Maintain mobile physical store strategy * Cooperate with investors to get additional capital * Take advantage of creativity and innovation to establish a new brand and cooperate with international luxury brands * Recruit small competitors as retailers in the future

However, the report also investigates the fact that the analysis conducted has limitations such as the limited amount of public statistics of competitors’ incomes, revenues or marketing channels’ contributions, the limited amount of quantitative data for fashion trends in