Diseño de mapa estratégico para la comercialización de yogurt Chivería en la ciudad de Machala.

Abstract

The objective of the present study was to implement a strategic map for the improvement of the marketing of Chivería yogurt; The research methodology was cross-sectional and descriptive in nature, used bibliographic review and applied unstructured and structured interviews for the collection and gathering of information. The strategic map was prepared in the Microsoft PowerPoint 2013 software, the tables and statistical graphs in Microsoft Excel 2013 and the document in Microsoft Word 2013. Yogurt Chivería in Machala has appeared with a conservative strategy, while in the study it was identified through the PEYEA matrix that must appear with an aggressive strategy since the industry environment is growing and the acceptance of the product is high; Another result was the recognition of the medium-low level of interpretation of the strategies by those involved in the commercialization of this product. Through Strategic Planning it was possible to conclude that the good performance of a company does not focus only on minimizing costs or optimizing production processes, but that strategies must be elaborated according to internal and external aspects, but also, they must be represented graphically through a strategic map so that they become operational.