La planificación estratégica en las micro y pequeñas empresas comercializadoras de prendas de vestir en la ciudad de Machala.

Abstract

Strategic planning is very important for companies, it allows them to achieve the sales objectives that will be reflected in the competitiveness of the company and its economy, the objective of the research was “Analyze the culture of planning of micro and small companies that sell clothing in the city of Machala ”, the relevant scientific information was collected to support the research, and a survey aimed at the owners of micro and small businesses was also required garment marketers, an instrument that allowed to detect among the causes of poor planning the lack of planning knowledge and the lack of a strategic management team, its strengths, weaknesses, opportunities and threats were detected, and the main strategies used, stand out including good customer service, promotion of sales, advertising on social networks and the diversity of products offered, concluding that there is no adequate culture of planning in this type of companies, a fact that is reflected in their competitiveness in the market.