Introducing the concept of office supplies superstores in Chile

Abstract

The concept of office supplies superstores doesn't exist in Chile. This thesis defines an entry strategy for this concept in Chile. The thesis is divided into two areas: 1. An analysis of the office supply industry in the USA mainly represented by Staples. This work is based on the application of the Delta Model. This part includes an analysis of the environment, a detail analysis of Staples (mission, organization, the store, business strategy, operations, marketing, expansion, web, acquisition and financial analysis) and a structural analysis of the industry (Porter's five-forces model.) 2. The second part of the thesis consists of a Business Plan to introduce such model in Chile by evaluating the following factors: the market, the competition, investment required, distribution strategy, operational plan, sales and marketing, exit strategies, risks and financial projections.