Propuesta de análisis externo de la empresa Yamaha, para su posicionamiento competitivo del mercado de la provincia de El Oro.

Abstract

The present research work was carried out under analytical descriptive methodology of transversal field, that allowed us to get information from both primary and secondary sources, collected in the company to promote competitive positioning through an external analysis, allowing to know the main environmental factors that impact positively and negatively. The changing environment in SME are immersed, has led to continuous processes of transformation directly affecting the structures of companies. The business diagnosis is the key to have a global vision of each apartment that lead to the achievement of objectives strategic, that allow to obtain solid information bases to make long-term plans, for this two matrices of external analysis were made, such as the EFE and POAM matrix, in which the most impact and influence efficient and effective development were identified of the resources of the company, to make decisions that will allow the economic development of the company.