Propuesta de plan estratégico para la empresa comercial “Rodríguez Vanegas” ubicada en la provincia del Cañar

Abstract

In the present thesis, an institutional strategic plan was elaborated for the Comercial Rodríguez Vanegas located in Cañar city, this final work starting from a situational diagnosis of the company and then designing the corporate philosophy, and thus giving way to the design of action plans to through a Balanced Scorecard. To collect the necessary information for this work, the analytical descriptive research method was used, where through the necessary bibliography for the knowledge of the subject, applied surveys and interviews with the owners of the company and the accounting staff, the necessary information was obtained for the preparation of this work. Through tools such as financial analysis, Porter matrix, SWOT matrix, internal factors evaluation matrix (IFE) and external factors evaluation matrix (EFE), it was possible to know the current situation of the company that has despite that already has a presence in the market for more than 18 years, has presented a slight growth in terms of its assets and equity, due to the lack of a strategic plan that serves as a guide for monitoring marketing and positioning strategies that allow have a greater market reach. Due to this, this situational diagnosis was started to create the corporate philosophy of the company, which will lay the foundations for the correct functioning of the company, since knowing the values and policies that must be used in its daily actions will be able to fulfill satisfactorily the mission of the company, as well as the establishment of strategies and objectives will lead the company to fulfill its long-term vision. Luis Carlos Reinoso Ávila, Gabriela del Rocío Rodríguez Vanegas Página 5 On the other hand, through tools such as the design of the value chain, the crossed SWOT, and the Balanced Scorecard, it was possible to set the objectives, strategies and indicators that will be able to measure the actions that the company will implement and thus see if they are consistent to the goals set. As conclusion, we can say that the lack of a strategic plan and corporate philosophy limits the growth of a company in many ways, since it does not know where it must go, nor the actions it must take to achieve sustainable growth. long term, that is where the importance of creating a strategic plan lies.