Propuesta de un análisis externo en la cooperativa de transportes ecuatoriano Pullman, para optimizar su posicionamiento en el mercado.

Abstract

The investigation that is presented below is done for the Pullman Ecuadorian Cooperative that is located in the city of Machala, Province of El Oro, its environmental business environment is examined; the first environment is related to the forces closest to the company: economic, technological, legal, natural, demographic, and socio-cultural forces In order to determine their opportunities and threats to optimize their market positioning . It is done through the matrices of external analysis of the macro environment and the evolution matrix of external factors EFE. The methodology applied through these matrices allows to recognize the limitations and potentialities that it has at the time of showing the units to the market. This result obtained serves to execute corrective strategies to the EFE matrix, the research is complemented with the weighting, classification and weighted value, values that reflect the present stability of the Cooperativa de Transporte uses continuous improvements for its positioning in the market.