Plan estratégico para la Empresa Centro de Distribución Fierro Corral Cía. Ltda, cantón Riobamba, provincia de Chimborazo, período 2019-2024

Abstract

This titling work on the development of a strategic plan for the company Fierro Corral Distribution Center CO. LMTD, Riobamba canton, Chimborazo province, period 2019-2024 had the main purpose of helping to address the company with the improvement of each of the procedures, for which a qualitative and quantitative research approach was used, also proceeded to the application of surveys to the clients and employees of the company and an interview to the manager for the situational analysis of the company in which the internal and external factors were considered to develop the SWOT of the company where it was possible to demonstrate the absence of a department of marketing, they also do not train the workers, deterioration of the inventory storage place in the matrix and a decrease in profitability for which a strategic plan that consists of mission, vision, policies, values, functional organization chart and 7 long and medium term strategic objectives with the corresponding POA. It is recommended that the company is always updating its strategic information so it is important to perform an internal and external analysis on an annual basis to be prevented from future problems, in this way to have strategies based on the strengths and opportunities to balance the shortcomings that can be presented.