Modelo de planificación estratégica aplicado a la empresa bananera Ceinconsa S.A. de la ciudad de Machala.

Abstract

Strategic planning is an administrative tool that allows obtaining a clear direction of the horizon that the company pursues in the short, medium and long term. The design of a strategic plan within a banana company is essential since in this sector it should not only be based on banana production but also on the development of strategically designed administrative activities. Faced with this situation, it is necessary to design a strategic planning model suitable for the company CEINCONSA SA, to determine which is the right model, a qualitative investigation was carried out based on documentary review in books, articles and case studies related to the research topic; the application of an interview with two members of the company of different administrative positions to collect primary information. The findings obtained in the investigation allowed to identify the current situation of the company through an analysis of the SWOT matrix, diagnosis matrix of the mission and vision and the PEYEA matrix to determine what type of strategies are appropriate for the company and in the same way propose new ideas and change your existing mission and vision. The absence of planning in the company does not allow an efficient development in the operational field or in the field, therefore the application of the strategic planning model designed under Fred David's theoretical concepts is proposed.