Redireccionamiento estratégico de la micro empresa Bolón Express en tiempos de pandemia covid 19.

Abstract

Strategic planning is the discipline, which provides a set of integrated tools, which provide action plans that allow defining the purpose and how to efficiently direct an organization. This case study was carried out with the objective of proposing a strategic redirection of the Bolón Express company in the city of Machala, through the elaboration of the Vision, Mission, Values and the internal and external analysis of the organization, in the context of the covid 19 pandemic. In turn, the situation of the microenterprise was diagnosed, using the SWOT matrix and analyzing the strategies it used to stay in the market in times of pandemic. A documentary analysis and an investigation with a qualitative approach were carried out, the instrument applied was the survey, which was carried out on the business owner manager, obtaining as a result the creation of the mission, vision and the adoption of corporate values that define the philosophical framework of the microenterprise; the internal and external factors that influence the business decision-making process were known, among the main strategies that the business applied during the covid 19 pandemic was; implement home delivery, increase advertising on social networks and radio, adopt biosecurity measures for staff and the acquisition of hermetic packaging for the correct handling of the food offered.