Plan estratégico de la heladería “Bunny 2022-2026”

Abstract

This degree work on the proposal of a Strategic Plan for the ice cream parlor "Bunny 2022-2026" in the city of Guaranda was intended to help the positioning and strategic direction of the same with the identification and analysis of the internal and external environment where the ice cream parlor develops, determining its mission, vision, and values to reach a strategic and prospective moment where the proposed strategies are executed. For all this, a qualitative and quantitative approach was used to develop surveys to employees and the sample determined in the research, as well as an interview with the owner, with these instruments the results were analyzed and interpreted identifying the overall behavior in the market. The lack of investment and innovation for the development and growth of the company by the administration has resulted in the company not having an organizational philosophy, for all this, the present strategic plan was proposed to provide solutions to several problems identified by having a traditional administration. It was recommended to the management to inform and implement in the employees the corporate, competitive, and functional strategies that were determined according to the needs identified from the study was presented to the ice cream shop a positive and sustainable scenario in time