Planificación estratégica para un negocio comercial de productos cárnicos Carnes el Buen Pasto, ubicado en el cantón Camilo Ponce Enríquez

Abstract

Analyzing a business goes beyond financial numbers, since it also requires knowing the reality of those who are part of it. Therefore, it was necessary to conduct an internal and external diagnosis for the commercial business “Carnes El Buen Pasto” where a mixed approach methodology was applied, containing qualitative and quantitative instruments for the knowledge of the company's situation. Furthermore, customer surveys were conducted, which allowed to observe the level of satisfaction according to their needs and perceptions about the service provided and interviews to suppliers and collaborators to identify aspects of the operability. In addition, this information was examined by means of some strategic matrices that made it possible to analyze the internal and external situation of the business which strengths, weaknesses, opportunities and key threats were identified for the formulation of a general strategy aimed at improving the efficiency and competitiveness of the business that materialized in an action plan based on the strategy of “Implementing a meat collection and distribution center, to guarantee the quality of the product and expand its commercial coverage, taking advantage of the growth of the town and its location in a cattle-raising area”.