Modelo de gestión estratégica aplicable al sector manufacturero de derivados del acero en la ciudad de Cuenca. Caso práctico: Tubería Galvanizada Ecuatoriana S. A.

Abstract

The following investigation has the purpose to elaborate a model of balanced scorecard for the producing factories of steel and its derives, using as a practice case TuberiaGalvanizadaEcuatoriana that facilitates and improves the decision making in the manager area to measure and control its growth and sustainability in a long term basis in the city of Cuenca. As an specific objective, its plan to make an analysis of the strategic prospective to visualize the future performance of the company without using the tool of the balanced scorecard, make an strategic proposal that can allow to consolidate the chain of value of Tugalt, with the integration of strategic process of support and value generators, also propose the balanced scorecard that will help as a model for the industrial manufacture of steel and its derives. The company and its production sector were contextualize with the Porter and Mackinsey chain of value method, MEFI, MAFE and internal-external matrix techniques were used to make an strategic diagnose, for the strategic prospective it was used the MACTOR method. For the strategic proposal and command chart it was use the matrix of critic contribution and a strategic map, all of this giving a result of a management balanced scorecard of apply and control (integral command and control chart), that allows to have a macro vision of how the company is running. The results were used to make graphics that allows to have a better understanding of the functioning of the company. The balanced scorecard proposed warns that not all areas of the company have a deep understanding and analysis, because this could unfocused the macro decision making of the principal administrators.