Propuesta de un análisis externo en la empresa oro bordados del cantón Machala, para promover su competitividad en el mercado.

Abstract

The objective of the following research work was to develop an external analysis in the company Embroidered Gold of the Machala Canton to promote its competitiveness in the market. For the development of this case of carried out an applied-descriptive-analytical, cross-sectional research that consisted of obtaining information from secondary sources such as scientific journals and government websites, which allowed us to inquire about the Forces of the environment that exercise a important effect in the organizations, also from primary sources information of the companies was collected, the EFE Matrix was elaborated that consisted in selecting some variables that influence in the production and commercialization of the product that the company offers. At the end of these results serve as support to administrators to know exactly the opportunities and threats of the environment of the organization can make better use of their resources, is also known basics of strategic planning theory and the importance it has in an organization. It was possible to conclude that the study source company is in advantage taking advantage of the opportunities because they reflect an acceptable score which shows that it is known in the middle with a favorable reception of the product by the citizenship, thus being able to expand its market in the province of El Oro.