Diseño de un plan estratégico para mejorar la gestión en una distribuidora de electrodomésticos.

Abstract

This project seeks to design a strategic plan to improve the management of an appliance distributor in Machala. It focuses on analyzing internal and external factors using tools such as PESTEL analysis, Porter's five forces, and the SWOT matrix, identifying the company's strengths, weaknesses, opportunities, and threats. Among the main strategies proposed are the strengthening of inventory management, the diversification of suppliers, the automation of processes and the training of personnel in key areas such as logistics and cybersecurity. The importance of maintaining an innovative product offering and ensuring quality customer service is also emphasized. The study reveals that the main target audience is made up of people with economic stability, the majority between 46 and 55 years old. Furthermore, 93% of customers perceive the quality-price relationship positively, although opportunities are identified to adjust certain prices and improve the product offering. Finally, the strategic plan proposes a series of phases for its implementation, which include the opening of new automated points of sale, technological improvements, and marketing campaigns based on customer data, with the aim of strengthening the company's positioning in the local market.