Planificación estratégica para alcanzar el posicionamiento de la empresa “Gold Agua” en la ciudad de Machala.

Abstract

Water, in addition to being a vital resource, has become a source of work from different perspectives: it is used in the conduct of certain businesses as a complement, it is a raw material in some processes and also the source of work and consumption of a Great part of the world population. In all countries, water does not meet the quality requirements appropriate for its consumption from the tap or simply not all people have the confidence or habit of consuming it like this; That is why for some years there are companies dedicated to the purification, bottling and distribution of water. In the city of Machala, this activity has a considerable market share due to the number of companies competing in the local sectors. One of them is "Gold Water", a company with approximately 20 years operating in the city; However, there are other companies with fewer years of experience, but with much better participation than the company in question and this is only due to the lack of strategic planning internally and externally presented by the company. That is why the objective of this work is to develop a strategic planning, based on the selection of an ideal strategy, to achieve the positioning of the company “Gold Water” in the city of Machala; The same as from qualitative methods such as an interview and literature review, will allow the proposal of a relevant plan for the company.