Elaboración de una planificación estratégica para una empresa comercial en la ciudad de Machala.

Abstract

Companies must remain competitive to face the challenges demanded by the market, to meet the needs of consumers who are increasingly demanding, having a wide variety of products and services from different companies and brands to choose from. To do this, companies and SMEs have an organizational tool such as strategic planning that helps them to be prepared for changes in demand. For the design of the strategies, there is a SWOT analysis that makes an approach to the internal and external environment of the organization to look for its aptitudes and shortcomings, to later design activities that serve to achieve its organizational objectives. To this is added the strategic map as a visual guide for managers and collaborators of SMEs to have the knowledge of what they want to achieve to be competitive. The research problem occurs because the company AutoSeul S.A. it has lost competitiveness due to having plans that have not been updated to the reality of its market. The objective is to develop a strategic plan for the company AutoSeul S.A. from the city of Machala. For which descriptive and documentary research was used to design strategies that benefit the interests and objectives of the business for better organizational and financial performance.