Diagnóstico de un plan estratégico para la empresa Variedades Enmanuel.
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Date
2019-12-03
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Corporación Universitaria Minuto de Dios
Type
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Atribución-NoComercial-SinDerivadas 2.5 Colombia
Abstract
El presente diagnóstico se desarrolló en la empresa “VARIEDADES ENMANUEL” la cual se dedica a la venta al por menor y al detal de bienes de consumo de productos; brindando un sistema de autoservicio para satisfacer las necesidades de los clientes.
Esta investigación tiene como objetivo general “Elaborar un diagnóstico de un plan estratégico para incrementar las ventas en la empresa VARIEDADES ENMANUEL., en el periodo 2019 en adelante. Se utilizó un diseño mixto (cuantitativo-cualitativo), de tipo descriptivo y propositivo, se emplearon como instrumentos la entrevista a profundidad y la encuesta, resultando una muestra de 90 clientes siendo un tipo de muestreo probabilístico aleatorio simple por conglomerado.
Se concluye que VARIEDADES ENMANUEL tiene variedad y calidad en sus productos, precios bajos, no invierte en publicidad y carece de un plan estratégico. Las principales estrategias que la empresa debería es implementar en construir apoyándose en los puntos fuertes, reforzar las áreas vulnerables, concentrar la inversión en segmentos con alta rentabilidad y bajo riesgo, penetración de mercado, desarrollo de nuevos mercados y desarrollo del producto. Además, el plan de acción que la empresa debe desarrollar está conformado por perspectiva, objetivo, estrategias, tácticas, actividades, el tiempo para realizarlas, el costo, el indicador que permitirá cumplir con lo propuesto y los criterios de aceptación.
This study was developed in the company "VARIEDADES ENMANUEL.", which is engaged in retail of consumer goods perishable and non - perishable products; providing a self-service system to meet the needs of customers. This research has as general objective to develop the proposal for a strategic plan to increase sales in the company “VARIEDADES ENMANUEL., in the period 2019”. It used a mixed design (quantitative - qualitative), of a descriptive and purposeful type, were used as instruments deep interview and the survey, resulting in a sample of 278 customers being the type of simple random probabilistic sampling by conglomerate. It is concluded that “VARIEDADES ENMANUEL” has a variety and quality in their products, low prices, does not invest in advertising and lacks a strategic plan. The main strategies that the company should implement are build based on the strengths, strengthen vulnerable areas, concentrate investment in segments with high returns and low risk, market penetration, development of new markets and product development. In addition, the plan of action that the company should develop is made up of perspective, objective, strategies, tactics, activities, the time to complete then, the cost, the indicator that will comply with the proposed and the criteria of acceptance.
This study was developed in the company "VARIEDADES ENMANUEL.", which is engaged in retail of consumer goods perishable and non - perishable products; providing a self-service system to meet the needs of customers. This research has as general objective to develop the proposal for a strategic plan to increase sales in the company “VARIEDADES ENMANUEL., in the period 2019”. It used a mixed design (quantitative - qualitative), of a descriptive and purposeful type, were used as instruments deep interview and the survey, resulting in a sample of 278 customers being the type of simple random probabilistic sampling by conglomerate. It is concluded that “VARIEDADES ENMANUEL” has a variety and quality in their products, low prices, does not invest in advertising and lacks a strategic plan. The main strategies that the company should implement are build based on the strengths, strengthen vulnerable areas, concentrate investment in segments with high returns and low risk, market penetration, development of new markets and product development. In addition, the plan of action that the company should develop is made up of perspective, objective, strategies, tactics, activities, the time to complete then, the cost, the indicator that will comply with the proposed and the criteria of acceptance.
Description
Elaborar un diagnóstico de un plan estratégico en la empresa ENMANUEL, en el periodo 2019 en adelante.
Keywords
Plan estratégico, Ventas, Situación de la empresa, Estrategias para el plan estratégico, Beneficio / costo, Strategic plan, Sales, Business situation, Strategies for strategic plan, Benefit /cost