Plan estratégico para el Comité local de Comercio Justo de la ciudad de Riobamba, 2019-2022

Abstract

following research project describes the elaboration of a Strategic Plan for the fair trade local committee of the city of Riobamba 2019-2022, which aims to provide strategic guidelines for the correct dissemination of fair trade awareness in the locality. The methodology applied in the development of research has a qualitative and quantitative approach because the information and diagnosis of the current situation was obtained through surveys and several focus groups developed jointly with the members of the CLCJ, thus achieving the realization of the FODA matrix that consider internal and external factors, determining positive aspects such as the internal knowledge of the criteria established in the Riobamba City Fair Trade declaration; interest, commitment and fulfillment of some of these criteria, without neglecting the negative aspects we determine the lack of an organizational structure, manuals, processes, little external communication, limited media management and lack of knowledge of citizenship about the existence of said committee and on fair trade, for which it was determined that a strategic plan is required to guide the development of the activities of the CLCJ. The proposed plan emphasizes five strategic axes; legal, organization, communication, commercialization and education, its strategic objectives, actions and indicators that will allow the correct decision making and the proper execution of its activities that contribute to efficient and effective management of the committee. At the end it is recommended to strengthen the strategic axes proposed through a constant control and evaluation of the activities developed in each axis, since each one of them leads to promote fair trade in the locality.