Plan estratégico 2023-2026 y determinación de indicadores de gestión para la empresa Emporio Creativo Kreato Cía. Ltda.

Abstract

This degree work provides to Emporio Creativo Kreato Cía. Ltda., which is a company in the advertising sector, a strategic planning, developed with a vision for the next four years (2023-2026). In this way, essential aspects are defined, such as the corporate business philosophy, the strategic objectives, the appropriate strategies for the fulfillment of these purposes, among other key points. Complementary to this, both, the objectives and the strategies proposed, are reflected in a balanced scorecard, which not only allows each of the objectives to be related to the different perspectives that contextualize an organization (customer, internal processes, finances and, learning and growth), but also allows to determinate and to define those key performance indicators that facilitate the measurement, monitoring and compliance control of the established strategies and objectives. It should be noted that everything starts from a diagnosis and understanding of the company, market and industry; building a solid base for the correct approach of the actions to be implemented. In summary, as part of the initial study, there are analyzes that include financial ratios, internal audit, PESTEL, Porter's five forces, SWOT, internal and external factor evaluation matrix (EFI and EFE), strategic position and action evaluation matrix (SPACE), correlation between financial variables and, finally, crossed SWOT. All this, with the purpose to ensure an optimal strategic planning for the company.