Diseño de planeación estratégica en la maderera y ferretería Villalva en la ciudad de Ambato provincia de Tungurahua

Abstract

The objective of the research work was to design a Strategic Planning for the Villalva Wood and Hardware company in the period 2021-2022 with the purpose of increasing administrative management, said research is carried out in the city of Ambato province of Tungurahua , which guides the different areas of the company, so the methodology was produced with an approach: exploratory, descriptive, documentary with a non-experimental level of research and type of cross-sectional study in which it serves to examine the aspects of the problem. proposal, it will serve to measure the impact of the application of a strategic plan and the possible results that will be obtained at the moment of applying it in which it would obtain benefits and advantages. Through surveys of administrative staff and workers, including an interview with the General Manager, the SWOT matrix was also executed, which allows us to detect the current situation of the company. According to the results obtained, it was found; poor customer service, lack of external policies, lack of strategies to increase the number of customers and brand positioning. Through the situational diagnosis, the current opportunities and threats were analyzed to direct the company to clear and effective strategies according to the diagnosis in the EFI and EFE matrix, determining an average score, that is, it has mostly weaknesses: limited communication, low presence in social networks, low level of sales, so it is necessary to create and implement strategies with which it is intended to obtain new clients and the profitability of the business. The lack of strategic planning prevents decision-making in the short and long term, so it is recommended to disseminate, implement and evaluate the Strategic Plan