Estrategias para el fortalecimiento de la gestión empresarial de AGROFAR, empresa productora y comercializadora de abonos foliares, ubicada en Mira, provincia del Carchi.

Abstract

The objective was to define strategies for strengthening the business management of Agroquímicos Flavio Arturo Ricaurte (AGROFAR). It is a producing and trading company of foliar fertilizers, with the objective of increasing its market share and positioning in the commercial sector of agricultural inputs. The company faces serious difficulties in the areas of management, administration and sales. Also regarding to physical spaces and safe work environments; within the administrative component does not have the organizational structure, strategic management and process management as a management methodology for continuous improvement. So it is necessary to develop tactics for the strengthening of business management and within these a marketing plan. As a specific technical tool to boost sales and the financial sustainability of the company. The business resistance strategies were defined based on the internal and external diagnosis of the company, in the production, financial administrative, technical advice and marketing components. The projects established in the strategies are medium-term actions based on the principles of sustainability on which the multi-annual and annual planning with the strategic objectives must be maintained. As a result of the influence of the company under study, through the products and services of technical advice offered to farmers. There is evidence of the need to emphasize technical advisory actions as a means to position the brand, in order to achieve the effects of character socio-economic and knowledge. It concludes that through the situational diagnosis of the company AGROFAR it has weaknesses in: the production area, not available in the documented form of the production processes of the products, factors that limit competitiveness. So it is recommended to apply the business management tools that are the basic guidelines, these should be monitored and evaluated frequently.