El plan estratégico y la competitividad de Forja Estructura Plua

This research examines how a strategic plan affects the competitive capacity of Forja Estructura Plua, a microenterprise that manufactures and sells customized metal structures. The company faces challenges due to increasing competition, unstable prices of materials such as steel and aluminum, and new customer demands. These issues have hindered its growth and weakened its market position. The analysis revealed shortcomings in planning, limited digital presence, and a decision-making process that is more reactive than proactive. To address these issues, a strategy was developed that includes: an improved website, targeted digital advertising, high-quality visual content, marketing tools such as email and chatbots, staff training, and modernization of equipment. A mixed-method approach was used, combining quantitative and qualitative data. Surveys were conducted with customers and employees, interviews were held with the manager, and internal processes were observed to identify problem areas. The findings confirmed weaknesses in strategic planning, lack of digital presence, absence of a defined marketing strategy, and reliance on reactive decision-making. Based on this analysis, a strategic plan was created with six main components: designing and enhancing the corporate website, implementing targeted digital advertising campaigns, producing high-quality visual content, integrating communication and marketing tools (including chatbots and email marketing), training staff, and purchasing modern equipment to improve production efficiency.

• Hovedforfatter: Plua Cobos, Ruth Nayeli (author)
• Format: bachelorThesis
• Sprog: spa
• Udgivet: 2025
• Fag: Marketing; Empresa; Competencia; Estrategia
• Online adgang: http://repositorio.ulvr.edu.ec/handle/44000/8120