Plan estratégico financiero para incrementar la rentabilidad en la estación de servicios gasolinera “La Macarena”, en la ciudad de Pelileo, periodo 2020 – 2024

Abstract

The purpose of this degree work called Strategic Financial Plan to increase profitability in the gas station "La Macarena" in the city of Pelileo, period 2020 - 2024, was to guide the management and staff of the service station to make timely decisions and thus achievethe desired profitability in the same. The methodology used was a direct observation, interviews with the manager, surveys of internal personnel as well as external clients. Intel financial analysis, the financial ratios and indexes, horizontal and vertical analysis ofthe financial balance sheets were elaborated, which helped us to identify the current performance of the company. The diagnosis of the micro and macro environmentevidenced the factors of the company for the elaboration of the SWOT Matrix, which allowed to base the strategies and goals to be proposed for the company. The company does not have a strategic financial plan to be able to set strategic goals and objectives, thelow profitability since the sales of the previous year decreased due to the pandemic produced by COVID-19, the lack of training to the personnel, and the absence of advertising in the company. It was also evident that the service station is committed to itscustomers by providing a safe, guaranteed fuel service at a fair price. Therefore, the execution of the financial strategic plan is proposed through the implementation of strategies such as: creating a strategic plan to define objectives, goals, business values toface the competition, configuring the quality customer service to increase sales, which will allow achieving the desired profitability in the service station.