Planificación estratégica para la microempresa “F&M Servicios”, ubicado en cantón Riobamba, provincia de Chimborazo, periodo 2022-2026

Abstract

The present work called strategic planning for the microenterprise "F&M SERVICIOS", located in Riobamba canton, province of Chimborazo, period 2022-2026, aims to establish assertive strategies to meet customer expectations. For its development, a quantitative and qualitative methodology was used, instruments such as surveys were applied to customers, employees and an interview with the owner-manager, a diagnosis of the current situation was made through the SWOT matrix, with the results obtained it was determined that the microenterprise does not have an institutional philosophy, example; mission, vision, objectives, policies, and values. The content of this paper is based on the diagnosis of the current situation of the company, thus creating an organizational culture through the appropriate corporate philosophy and strategies that build customer loyalty so that the company can capture more of the market through programs, and projects and these are measured by indicators that verify the achievement of the goals. Strategies based on the corporate philosophy are proposed as a fundamental pillar for institutional management that helps the positioning in the mind of each one of the clients. It is recommended to apply the present investigation considering the corporate philosophy that is a fundamental axis to develop the daily activities and at the same time to implement the strategies to improve the profitability and positioning in the market, fomenting training to all the collaborators so that this way the micro company offers a better service to its customers.