Plan estratégico para la microempresa “Beauty and Clothes” del cantón Riobamba, provincia de Chimborazo, período 2022-2026

Abstract

This research was aimed at solving the problems detected in the microenterprise "Beauty and Clothes" located in Riobamba canton, which main economic activity is the import of clothing, articles and footwear from China, therefore, the overall objective was to develop a strategic plan to improve business management in order to achieve greater growth and market positioning. The methodology used to fulfill this purpose had a qualitative and quantitative approach through a descriptive research, under a non-experimental cross-sectional design, so a field and documentary study was established to obtain information that was summarized in the matrix of strengths, opportunities, weaknesses and threats. With the methodological application, the following results were obtained: Beauty and clothes microenterprise expects to continue opening the market and to be able to maintain its rates so that its growth is evident, the management has decided to apply a strategic plan with the purpose of improving the business processes, the decision making and the management of the resources are done in an empirical way. Under these premises, the strategic plan was designed with strategies aimed at achieving the company's objectives, thus concluding that by executing each of the tactical and operational plans, the company will improve its processes, increase sales, and finally achieve better profitability