Planificación estratégica para la empresa Makamba jeans, del cantón Ambato provincia de Tungurahua, periodo 2021-2025

Abstract

The present study about the development of a strategic plan for a company called Makamba Jeans, located in Ambato city, province of Tungurahua, period 2021 - 2025 pretends to help the company to improve each one of its procedures, for which a qualitative and a quantitative research approach was applied. Surveys were also applied to the employees and an interview to the manager to analyze the current situation of the company considering internal and external factors to develop the SWOT matrix which evidenced that a marketing department is needed and that workers are not properly trained, there exists a deteriorated place to keep inventories and also a reduction in profitability. Therefore, these findings created the need to develop a strategic plan consisting of a mission, vision, policies, values, a functional plan and seven long and medium term strategic objectives. The company is recommended to periodically update its strategic information by developing annual internal and external studies to avoid future problems, in order to rely on strategies based on strengths and opportunities to balance possible shortcomings that may occur