Plan estratégico para mejorar la rentabilidad de la microempresa EMPRO en la ciudad de Riobamba, provincia de Chimborazo, período 2021-2025

Abstract

The objective of the present study was to develop a strategic plan to improve the profitability of a microcap called "EMPRO" located in Riobamba city, province of Chimborazo, period 2021-2025. This thesis was carried out under a mixed research approach, and a descriptive level of research as in this way the current situation of the microcap could be known. The research modality was documentary, collecting information from related projects, then a field research was applied, through techniques such as the survey and the interviews with those directly and indirectly involved and finally the strategic plan of the microenterprise "EMPRO" located in Riobamba city was presented, in order to improve profitability, in the period 2021-2025. The population that was used was 21 internal and external members of the company, workers and clients of the business to whom the research instruments were applied. To obtain the final diagnosis of "EMPRO", the SWOT matrix was used, through which the internal and external analysis of the company was carried out, before which the positive and negative aspects were disclosed. It is concluded that as a solution to the problems found, it is necessary to 100% implement the institutional philosophy, the new structural organization chart and the functions manual, in addition, different marketing strategies must be executed to improve profitability of " EMPRO”. It is recommended to socialize the results of the investigation, in order to clearly expose the current situation of the company, it is also recommended that the administrative department carry out a situational through periodic evaluations to guarantee the correct development and fulfillment of institutional objectives