Plan estratégico para la distribuidora comercial Santillán Villacís “Dicosavi” en la ciudad de Riobamba, periodo 2020 – 2024

Abstract

The present study was aimed to design a strategic plan for the Distribuidora Comercial Santillán Villacis “DICOSAVI” located Riobamba city with the purpose of providing an administrative management instrument for the improvement of management and decision making. For this study, it was necessary to collect information using various techniques such as: direct observation; interview with the administrative manager; survey applied to the collaborators, action that allowed to know strengths and weaknesses of the company. Likewise, the analysis of the macro environment was carried out applying the PESTEL analysis, as in the micro environment through Porter's 5 Forces, tools that allowed knowing opportunities and threats, and identifying strategic factors that allowed elaborating the SWOT MATRIX and determining the current situation which served as the basis for developing strategies, objectives, policies and goals. The different techniques used showed that the company has several problems such as: lack of mission, vision, policies and organizational objectives; lack of qualified personnel and lack of publicity. The creation of strategies, as well as training programs are some of the strategies that will allow achieving the stated objectives. For this reason, it is recommended to immediately implement and socialize the proposed strategic plan that allows you to carry out an efficient administration