Planificación estratégica financiera en la Empresa Distribuidora Espinoza de la ciudad, puerto Francisco de Orellana, provincia de Orellana

Abstract

This research objective is to develop a financial strategic planning design in the “Distributional Espinoza” Company which purchase and sale oil industry accessories in the Orellana Province. This study purpose is to establish a strategic direction to standardize, rule, and, monitor the Company´s development by implementing strategies as its most effective and efficient driving force, improving customer satisfaction. Through the Strategic Study, the Macro-environment and Micro-environment factors were analyzed. In the Strategic Approach the mission, visión, basic principles and SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis were established as a generic strategy for the “differentiation” project which set strategic and financial objectives. In the Market Study, an increasing demand for these products was identified, as well as those offered currently in the market. Then, according to the demand and supply projection for each one of the segments and products, the unmet demand and the demand for the project were determined. In the Organizational Study, the Company policies and its organizational structure including staff requirements were established. Finally, in the Financial Study the budgets revenues and outflows were calculated to structure the financial statements. At the same time, the project economical and financial evaluation and a sensitivity analysis based on year variation were developed; then, the economic and financial viability of the project were demonstrated.