Plan estratégico para la empresa de helados artesanales “Helado San Miguel”, cantón Salcedo, provincia de Cotopaxi, período 2022 – 2026

Abstract

The strategic plan for the artisanal ice cream company "Helado San Miguel", Salcedo canton, province of Cotopaxi, period 2022 - 2026, which aimed to strengthen growth and profitability through administrative and financial processes with innovative strategies. For the development of the research, methods, techniques and instruments were applied, such as the interview to the general manager and a survey to the collaborators, as well as the construction of the SWOT matrix where several shortcomings were determined, such as short duration product, the company has no positioning in the market, it has short-term credits with suppliers, untrained personnel in the different areas, lack of corporate philosophy that limits the diffusion in the market. To this end, the creation of the corporate philosophy was executed, which will allow to propose administrative guidelines to all the members and in this way change the organic structure and economic management in an adequate way, at the same time innovative market strategies were applied, which will allow the company to meet its objectives in the short, medium and long term. The strategic plan focused on finding new market niches that help the economic growth with actions and strategies according to the business line and thus be able to make timely decisions to continue producing and marketing ice cream with high quality standards and to achieve the positioning in the customer's mind. It is recommended to apply the strategies since they are focused on increasing the market with appropriate and measurable decisions that promote productivity and economy of the company, thus improving the economic axis of the Salcedo canton.