Plan estratégico para la empresa “Colorarte P&M.” del cantón Francisco de Orellana, provincia de Orellana, para el período 2020-2024

Abstract

This qualification work had the objective of developing a strategic plan for the company "Colorarte P&M." located in the Francisco de Orellana canton, Orellana province, for the period 2020-2024, as a contribution to the fulfillment of its business objectives, like the increase of its profitability, through the design of strategies that were proposed after the analysis of the external and internal environment in which the entity operates. The methodology applied had a qualitative and quantitative approach, three populations were selected for analysis: clients, workers and managers, from which information was obtained through data collection techniques such as the interview applied to managers and the survey applied to customers and workers, for the client population a sample was taken with a confidence level of 95% and an error of 5%. The proposal is to increase sales by 5% compared to the previous year as a consequence of the increase in profitability; maintain customer satisfaction and attract more customers through a marketing plan; the existence of institutional clients also makes it necessary to improve relations with public and private institutions. Inadequate handling of financial administrative processes were evidenced, therefore the need to design treasury policies, customer selection and supplier policies.