Plan estratégico para la empresa FERRI&MUEBLE de la ciudad de Loja para el periodo 2015- 2020

This thesis explains in detail the procedure for the preparation of the "Strategic Planning for “FERRI&MUEBLE” COMPANY" LOJA CITY PERIODS 2015 - 2020 "; The starting point was the determination of the objectives of the study, the same that marked the route of the procedures, actions and analysis, the overall objective was to conduct strategic planning for the company, and as specific; diagnose the current situation of the company through market research, external diagnosis PESTEC, competitive analysis of companies and products in the sector, completion of the internal analysis in the functional areas of the company as management, production, finance, logistics , marketing and ICT, aimed to find the reference point for the formulation of the Strategic Planning. To carry out research deductive and inductive method was applied themselves an interview was applied to key company officials (Manager, JEJE PRODUCTION AND DEALER), a survey of 340 potential customers (people who buy products business). As for the results obtained during the research process are the following processes: external analysis with the application of the Evaluation Matrix of external factors (MEFE), highlighting both opportunities and threats, together with the analysis of the matrix Competitive Profile (MPC) company “FERRI&MUEBLE” in the city of Loja, shows its most important strengths were: relationship and links with public bodies, efficient communication (advertising and social networks), market expansion product manufacturing and marketing while most of the factors 7 harm or pose a latent threat to the company are strong business competition in commercial manufacturing sector, the quality of life of the population (income and amenities), which are risk factors and put in a weak position compared to its competitors in the market, MEFE matrix determines an average of 3.08 determines that the company is taking advantage of opportunities and neutralizing threats. With respect to market research can demonstrate that potential customers claim with 92% to the location where the company is located is according to your needs, 74% determines that the quality of their products is good, 68% It states that in addition to the company “FERRI&MUEBLE” of the city of Loja, acquire their products in the hardware, FERRO COMERCIAL MUEBLERIA – FERRETERIA, the total sample of its 340 customers 149 acquire furniture decoration for home and office being 44% and 105 people representing 31% say that acquires general hardware products, both states that rubs time of their products is timely and efficient being 93% of respondents. Through the evaluation matrix of internal factors (MEFI), they identified their most outstanding strengths are: variety of product portfolio, in addition to good customer service, and strong social network advertising; likewise its most prominent as weaknesses were identified: does not have a structural or administrative organization, worrying portfolio of delinquent customers, deficiency in their security systems, it is determined an average of 2,74 determines that the company is leveraging its strengths and weaknesses offsetting. 8 When all analyzes, we proceeded to the preparation of the proposed strategic plan for the company “FERRI&MUEBLE” OF THE CITY OF LOJA, in order to lead the company to improve for it proceeded to the development of the FODA matrix where strategic objectives, operational objectives, goals, actions, responsible and budget objectives were developed, is the development of the strategic plan, establishing its organization by defining its mission, long-term vision, set goals and strategies to reach achieve goals proposals, is very important because through it contingencies and changes that may lie ahead and establish the necessary means to deal with them is provided. Finally it is concluded that the main feature of the company “FERRI&MUEBLE” of the city of Loja, prevails in terms of quality, durability and REALIZATION OF PERSONALIZED DESIGNS in making furniture decorating home and office in the same way the marketing of products general hardware, Among its recommendations primarily to carry out the development of the strategic plan established for the company, maintaining a permanent revision and control in the development of productive and commercial activities for the proper functioning of activities in the company “FERRI&MUEBLE

• Autor principal: Puchaicela Quezada, Idania Maribel (author)
• Format: bachelorThesis
• Idioma: spa
• Publicat: 2016
• Matèries: ADMINISTRACIÓN DE EMPRESAS; ANÁLISIS FINANCIERO; PLAN ESTRATÉGICO; EVALUACIÓN ECONÓMICA
• Accés en línia: http://dspace.unl.edu.ec/jspui/handle/123456789/16252