Planificación estratégica para la Unión Nacional de Asociaciones de Pequeños Productores Agropecuarios certificados en comercio justo del Ecuador – período 2021 – 2025

Abstract

The research for the National Union of Associations of Small Agricultural Producers Certified in Fair Trade of Ecuador (CECJ) aimed to contribute with a strategic plan to improve internally and increase the competitiveness of the representatives of this institution through strategies focused on different areas that favour all associations that practice fair trade. This is mixed research, that is, qualitative and quantitative. An internal and external analysis of the CECJ was carried out through a SWOT analysis. Information was collected through surveys and interviews, considering the economic and social spheres. The research findings made it possible to identify the problems that the CECJ was going through, and they were the basis for the elaboration of the strategic plan since, with this information, it was possible to determine the strengths and weaknesses of the CECJ. It was also possible to identify the needs within the organization and the current state of the CECJ at the administrative level, the work environment, among other factors that may affect the short or long term. The strategic plan was explicitly based on four perspectives, Financial for the increase in income, Commercial outlook for innovative services, Clients for developing new markets, and Human Development so that the CECJ has a stable and functional staff.