I) Presentation of the companies II) Business analysis a. RH management III) SWOT Analysis IV) PESTEL Analysis

Cheeky VS Captain tortue
Le marché de Cheeky :
Cheeky was established in 1994 and currently operates more thans 160 stores around Argentina, Bolivia, Colombia, Chile, El Salvador, Netherlands, Spain, Honduras, Guatemala, Italy, Mexico, Panama, Paraguay, Peru, USA, Venezuela and Paraguay.
Cheeky is the Argentine children’s clothing brand name that has grown the most in the pas years .
It manufactures a complete clothing line Children between 0 and 12 years old, including footwear, accessories and personal care products.

New institutional image : New market
Cheeky innovates in the children’s clothing market presenting its new brand name image. Cheeky’s renewed esthetics is visible not only in the important work of architecture of the stores, but also in all the graphics. The new concept has already been launched in the stores in patio Bullrich, 2053 Santa Fe Ave, Unicenter Shopping Center, Paseo Alcorta Shopping Center and Galerias Pacifico Shopping Center and all these stores will be followed by the store in Alto Palermo Shopping Center. Cheeky’s news stores present a profile which could me called “American Vintage” It was tries to generate areas which differentiate the proposal of products in ages and sex, through theme languages in the coatings and environment accessories. The product is found on torn wood painted bone off-white. All the antique furniture and counters are complemented with the big palette of pastel colors. The molding of the ceilings and the pipelines at sight show the spirit of the New-York Soho. Besides, they dyed wooden floors contrast with the “vintage red” color chosen as the emblem of the brand. The stores turned to be a fun place for kids and a nostalgic one for parents who remember objects from their childhood, represented in the search of furniture and objects, where a personal dedication of the