Diseño de un modelo de planificación estratégica para la empresa de marketing Digimark de la ciudad de Machala.

Abstract

The constant changes in the global market scenario reflect the need to apply strategic management tools in all types of organizations in order to face eventualities. The purpose of this project is to design an ideal strategic planning model for the marketing company Digimark in the city of Machala, which shows a significant strategic focus deficit at all organizational levels, where executives and employees are unaware of the horizon to follow. for the achievement of objectives and goals. The methodology applied was based on an analysis of scientific documentation through articles, books and academic platforms that address strategic planning from different case studies for optimal understanding. A qualitative study was also applied through in-depth interviews with the person in charge of the administrative area, obtaining an interesting diagnosis through the answers given. The results identified in a huge deficiency in administration and organizational structure envisioning the opportunity to establish a strategic planning model where all activities are integrated in relation to the objectives and goals that are desired to be achieved. The conclusions include the ideal planning models for this type of companies and the importance of applying these tools to direct the organization according to its objectives and future projections.