Diseño de estrategias competitivas para los procesos Agregadores de valor de la compañía Comtrapena
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2019
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Universidad de Guayaquil Facultad de Ciencias Administrativas
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La presente investigación se centra en la importancia de incorporar estrategias a los procesos agregadores de valor de la Compañía de Transporte de Carga Pesada Naranjito S.A. Comtrapena con el propósito de crear una ventaja competitiva en el mercado, tomando en consideración que actualmente la entidad carece de misión, visión, estrategias, objetos y metas a alcázar, debido a al desconocimiento de los administradores en tema de gestión. Por tanto, se selecciona el diseño de campo para obtener datos primarios y secundarios con apoyo de la investigación etnográfica enfocando la aplicación de la técnica encuesta y la entrevista para obtener información desde una visión integral de la problemática existente, en la que se pudo denotar la necesidad de incorporar en la compañía estrategias a sus procesos operativos (comercial, logístico y de operaciones). De modo que, se efectuó un análisis sobre la perspectiva de los clientes, para posteriormente identificar factores de fortaleza, oportunidad, debilidad y amenazas, para establecer estrategias direccionada a las perspectivas financiera, cliente, interna y de aprendizaje del Balanced Scorecard, además, del establecimiento de acciones a seguir, así como, indicadores de medición. Por otra parte, se evaluó la recuperabilidad de la inversión a realizar para la incorporación de las estrategias en la que se denoto un Valor Presente Neto positivo de US$ 26,736.56, asimismo, se determinó una Tasa Interna de Retorno del 36.50% y un periodo de recuperabilidad de dos años con un mes aproximadamente, lo que determina a la inversión como viable. Asimismo, se propuso indicadores de medición.
The present investigation focuses on the importance of incorporating strategies into the value-adding processes of the Compañía de Transporte de Carga Pesada Naranjito S.A. Comtrapena with the purpose of creating a competitive advantage in the market, taking into consideration that currently the entity lacks mission, vision, strategies, objects and goals to be overcome, due to the lack of knowledge of the administrators in management issues. Therefore, the field design is selected to obtain primary and secondary data with the support of ethnographic research focusing on the application of the survey technique and the interview to obtain information from a comprehensive view of the existing problem, in which the need to incorporate strategies into the company's operational processes (commercial, logistics and operations). Therefore, an analysis was made of the perspective of the clients, to subsequently identify factors of strength, opportunity, weakness and threats, to establish strategies aimed at the financial, customer, internal and learning perspectives of the Balanced Scorecard, in addition to the establishment of actions to be followed, as well as, measurement indicators. On the other hand, the recoverability of the investment to be made for the incorporation of the strategies in which a positive Net Present Value of US $ 26,736.56 was denoted, likewise, an Internal Rate of Return of 36.50% and a period of recoverability of two years with a month approximately, which determines the investment as viable. Likewise, measurement indicators were proposed.
The present investigation focuses on the importance of incorporating strategies into the value-adding processes of the Compañía de Transporte de Carga Pesada Naranjito S.A. Comtrapena with the purpose of creating a competitive advantage in the market, taking into consideration that currently the entity lacks mission, vision, strategies, objects and goals to be overcome, due to the lack of knowledge of the administrators in management issues. Therefore, the field design is selected to obtain primary and secondary data with the support of ethnographic research focusing on the application of the survey technique and the interview to obtain information from a comprehensive view of the existing problem, in which the need to incorporate strategies into the company's operational processes (commercial, logistics and operations). Therefore, an analysis was made of the perspective of the clients, to subsequently identify factors of strength, opportunity, weakness and threats, to establish strategies aimed at the financial, customer, internal and learning perspectives of the Balanced Scorecard, in addition to the establishment of actions to be followed, as well as, measurement indicators. On the other hand, the recoverability of the investment to be made for the incorporation of the strategies in which a positive Net Present Value of US $ 26,736.56 was denoted, likewise, an Internal Rate of Return of 36.50% and a period of recoverability of two years with a month approximately, which determines the investment as viable. Likewise, measurement indicators were proposed.
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BALANCED SCORECARD, FODA, ESTRATEGIAS, OBJETIVOS