Estrategias de crecimiento para el desempeño empresarial de la empresa IC2T ingeniería y Construcciones T&T Cía. Ltda.

Abstract

The objective of this integrative project is to design a strategic growth proposal for the benefit of the business performance of the company IC2T Ingeniería y Construcciones T&T Cía. Ltda. The development of this project begins in Chapter I, where the study objective was determined, which is the company, and where our study variables were analyzed, such as growth strategies and business performance, research problem, justification, and general and specific objectives. In Chapter II, a bibliographic review was carried out regarding the theories on growth strategies, business performance and Ansoff's matrix model. In chapter III, the methodology was executed in which the interview tool was applied to the directors of the company for the collection of data and its subsequent analysis and interpretation that allowed knowing how the company applied growth strategies to improve its business performance. In chapter IV, based on the analyzes obtained, the results were compared. Finally, in chapter 5 the conclusions were made showing that each of the objectives set were met in addition to indicating the recommendations. To conclude, a proposal was designed based on the market penetration strategies which were part of the strategic growth plan, which includes the advertising and promotion activities to be carried out with the purpose of improving the business performance of the company.