Planeación estratégica para la Empresa Emperador Broaster, en la ciudad de Riobamba, provincia de Chimborazo

Abstract

The objective of this titling work is to prepare a Strategic Plan for Emperador Pollo Broaster Company, in the period 2018- 2019, seeking to increase administrative management. This investigation took place in Riobamba city- Chimborazo province, where the study was focused on the different areas of the company to which workshops and surveys were conducted, in the same way to the administrative staff and chicken`s establishments dispensing workers, including an interview with the manager. In addition, the SWOT matrix was applied, which allowed us to find the following findings: lack of a structure of strategies and brand positioning, lack of an approved and adequate organizational structure, sales culture and customer service, lack of marketing and sales policy, absence of strategies to increase the number of customers and at the same time, the positioning of the brand in the fast food market. This work has raised eight specific strategies that will have a great impact, working in the areas of greatest impact customers and creating a true strategic planning program. It must be evaluated with quality indicators and information feedback to build and integrate a system of continuous improvement and the possibility of creating standards of quality production and customer service. It is recommended to disseminate, implement and evaluate compliance with the Strategic Plan that has been made for the company and thus improves the quality of customer service, product positioning, and brand in the feeding and fast food area.