Implementación de una planificación estrategia en la empresa Indumaster S.A.
Fecha
2017
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El presente trabajo investigativo tiene la finalidad de implementar una planificación estratégico para el
fortalecimiento de la empresa “INDUMASTER S.A.”. Fue necesaria la realización de un diagnóstico
situacional de la empresa, para verificar las fortalezas, oportunidades, debilidades y amenazas; se empleó
un estudio de mercado que permitió identificar deseos y preferencias del cliente y su posición respecto a
la competencia, planteando estrategias de posicionamiento. Este trabajo se justificó porque contribuye con
el desarrollo fundamental de los recursos, permitiendo de esta forma tomar las medidas preventivas,
garantizando un control ordenado y específico para el desarrollo de la actividad de INDUMASTER, por
tal motivo se beneficiará no solo la empresa, sino también al sector en particular. Se sustentó en las
teorías de la planeación de estrategias establecidas en el marco teórico, la investigación se aborda de
acuerdo a la metodología cuantitativa, determinando el estudio descriptivo y utilizando las técnicas de la
observación, la entrevista y la encuesta. En el desarrollo de la propuesta se establecieron estrategias y
tácticas, para de esta forma realizar campañas de promoción y publicidad, logrando el posicionamiento de
la empresa y su marca; dentro de los impactos de la propuesta se tomó en cuenta lo económico, lo social y
lo ambiental. Finalizando con las conclusiones y recomendaciones que amerita el desarrollo de este
trabajo de titulación.
The present research work has the purpose of implementing strategic planning for the strengthening of the company "INDUMASTER S.A.". It was necessary to carry out a situational diagnosis of the company, to verify the strengths, opportunities, weaknesses and threats; a market study was used to identify client's wishes and preferences and their position regarding the competition, proposing positioning strategies. This work was justified because it contributes to the fundamental development of resources, thus enabling preventive measures to be taken, ensuring an orderly and specific control for the development of INDUMASTER's activity, for this reason, not only the company but also to the sector in particular. It was based on theories of strategy planning established in the theoretical framework, the research is approached according to the quantitative methodology, determining the descriptive study and using the techniques of observation, interview and survey. In the development of the proposal strategies and tactics were established, in order to carry out promotional and publicity campaigns, achieving the positioning of the company and its brand; within the impacts of the proposal was taken into account the economic, social and environmental. Finalizing with the conclusions and recommendations that merit the development of this titling work.
The present research work has the purpose of implementing strategic planning for the strengthening of the company "INDUMASTER S.A.". It was necessary to carry out a situational diagnosis of the company, to verify the strengths, opportunities, weaknesses and threats; a market study was used to identify client's wishes and preferences and their position regarding the competition, proposing positioning strategies. This work was justified because it contributes to the fundamental development of resources, thus enabling preventive measures to be taken, ensuring an orderly and specific control for the development of INDUMASTER's activity, for this reason, not only the company but also to the sector in particular. It was based on theories of strategy planning established in the theoretical framework, the research is approached according to the quantitative methodology, determining the descriptive study and using the techniques of observation, interview and survey. In the development of the proposal strategies and tactics were established, in order to carry out promotional and publicity campaigns, achieving the positioning of the company and its brand; within the impacts of the proposal was taken into account the economic, social and environmental. Finalizing with the conclusions and recommendations that merit the development of this titling work.
Descripción
Palabras clave
PLANIFICACIÓN, DESICIONES, DESARROLLO, ESTRATÉGICAS