Guía de planificación estratégica para la empresa Construcsan S.A. del mercado de la ciudad de Machala.

Abstract

Companies are constantly evolving due to globalization and economic and technological development must adapt to the new demands of the market, where there are countless companies that provide similar products or services within the same sector of the population, should be highlighted on the others offering quality goods at competitive prices, otherwise it tends to disappear. Companies, especially small ones, have a traditional business address that prevents them from being on par with their peers. Situation that becomes an opportunity for a situational analysis applying the SWOT to know its organizational reality as well as to understand the external environment to which it is exposed, being the strategic planning a tool of massive use to become competitive. This is what would be happening in the company Construcsan S.A. of the city of Machala, needing an analysis to make way for strategic planning. The general objective of the research is to prepare a strategic planning guide that fits the organizational needs of a company in the construction sector in the city of Machala. The methodological process used in the present investigation was descriptive, documentary. Applying the bibliographic technique to collect information. As for the results, it was obtained that the company must make an investment for the implementation of the strategic planning guide, assessing its weaknesses to underpin them and turn them into strengths to become one of the most important in the construction sector.