Desarrollo de un plan estratégico para la empresa “Tesalia Springs Company” en la ciudad de Santo Domingo

This research work is a strategic plan for the company Thessaly in Santo Domingo de los Tsachilas, it would achieve compliance with the objectives outlined in the following research work with the aim of developing this theme has been carried out an investigation scientific level which has been based on the proposal. The methodology used in this dissertation includes research methods were applied which were: inductive, deductive, synthetic, analytical, mathematical and statistical; among the techniques of primary data collection (surveys) and secondary (literature review and internet) and finally analysis techniques are observed information. The interview was also applied to the Head of sales was the primary contribution of information, in addition to the respective customer surveys Thessaly. Therefore it has been determined that Santo Domingo Thessaly agency has a customer base (4250 customers) and has achieved a market share of soft drinks and generates a great competitiveness to other companies. Besides not done properly trained staff which has caused some of the shortcomings in the performance of partners within and outside the agency. With these details have made certain external factors which indicate what are the opportunities and threats has Thessaly. It is well established that the greatest opportunity is the inclusion of new products and services in the consumer market, while the threat is latent rivalry between competitors which is very strong especially by Coca Cola. By analyzing EFE matrix has been obtained that the weighted factor is 2.95 and achieving this indicates that maximizing opportunities and threats are dismissed. We have also analyzed the internal factors, namely the strengths and weaknesses, where it could be emphasized that the most important are: Strengths broad portfolio that Thessaly offers its customers and by the weaknesses centralization of functions and untrained. With the results of the analysis of the matrix EFI can be expressed that the weighted factor is 2.85, ie minimizing the weaknesses and exploit the strengths. With these factors we proceed to made the corresponding SWOT where all internal and external factors which are taken to resolve the Matrix High Impact where we face the internal and external factors for the purpose of generating alternative strategies giving us the goals are analyzed as they are: Achieve differentiation of products and services that offers its clients Thessaly trasmitiéndolo through training its staff to operate the after-sales effect without additional cost to the plan since it carried out with company personnel. Harnessing different advertising tools and launch a calendar pop aim was implemented with a monthly cost of 620.00 dollars monthly investing dollars in the year 7440.00 Achieving a leading market position the beverage industry in the province of Santo Domingo of the Tsáchilas based on market tools (promotions) at a cost of $ 28,800 in the year 2400 distributing them monthly for each month-end Motivate staff in the company, so they feel to be rewarded for the quality and efficiency of the intervention and the HR department to improve the working environment with an annual budget of $ 2,085 in the detailed approach to the objectives Which are based on the expected results search optimizing staff performance inside and outside the point of sale through skill upgrading staff achieving values in their proper perspective the importance of customer Thessaly pair and attracting more customers and optimizing impulse buying in addition to strengthening the image of the products in the minds of consumers

• מחבר ראשי: Ochoa Godoy, Edgar Geovanny (author)
• פורמט: bachelorThesis
• שפה: spa
• יצא לאור: 2015
• נושאים: PLAN ESTRATÉGICO; EMPRESA; BEBIDAS NO ALCOHÓLICAS; COMERCIALIZACIÓN
• גישה מקוונת: http://dspace.unl.edu.ec/jspui/handle/123456789/8276