Plan estratégico para la agencia de publicidad “Ilumina P&M” del cantón Ambato provincia de Tungurahua para el período 2020-2024

Abstract

The present study was aimed to prepare a strategic plan for the llumina Advertising Agency located in Ambato city, province of Tungurahua, the primary objective is to comply with its business plan and the improvement Of its administration such an increase Oil its profitability through the design of strategies that were proposed after the external and analysis the environment in which the company operates. The problem to investigate arose from inadequate administrative management, the tools for the development of strategies were Pestel Analysis, Porter's Five Forces, SWOT Analysis. Likovise. the methodolcA9' applied was quantitative and qualitative, of which the population taken was divided into three groups such as clients, employees and administrators. For the collection of information. surveys were applied to clients and collaborators while an interview was applied to the managers, elarifYing that the population of clients was determined with a degree of confidence of 95% and a degrcc of error of 5% where an inadequate management of the administrative and financial processes was known, for wich policies of selection of customers, technological innovation, The purp09e was an increase in their income of 5% compared to previous years, providing as an effect an iileqease in their profitability, it also seeks to establish advertising relationships with clients and private companies, staff training to increase their knowledge to perovide a better service, Through the analysis that was carried out on the Ilumina P&M agency. it was dete«nined that the research project is viable and will contribute to improving the situation of the company