Plan estratégico para la microempresa “Pinturas el Brochas”, de la ciudad de Riobamba, provincia de Chimborazo

Abstract

This research focused on the detection of a series of problems at "Pinturas el Brochas" company, such as the absence of important components related to the mission, vision and values, becoming one of the important impediments to achieve its success and position in the market, while employees are not motivated so they work aimlessly because they do not feel empowered at work, since the company lacks objectives as well as an adequate communication between employer and employee. With the problems identified, it was established as a general objective to develop a Strategic Plan for "Pinturas el Brochas" company in Riobamba city of Chimborazo province. which will strengthen the administrative and financial results. To achieve this objective, it was necessary to establish the mission and vision of the microenterprise in order to generate business identity, then an internal and external diagnosis of the organization was made, which facilitated the design of corporate strategies that reinforce the administrative and financial business dynamics through a strategic plan. During the development of the investigation it was determined that both the level of competitors and the threat of new market entrants is high, putting the company's commercial activity at risk. It was also indicated that substitute products are raised by the various entities that make up the sector. In addition, it was identified that the company's main weaknesses and threats are based on high competitiveness and the presence of poorly trained personnel. Finally, the business dynamics was strengthened with the design of a strategic plan based on the improvement points on which the strategies were applied, as well as the measurement system by means of established indicators that have an object and a formula to be calculated, with the purpose of analyzing the evolution of the company and making the right decisions