Desarrollo de un plan estratégico para el crecimiento en las ventas de pilonera San José de la comunidad Guaslan Grande período 2023-2027

Abstract

This research project aimed to design a Strategic Plan for the San José Greenhouse microenterprise of the Guaslan Grande community in the San Luis locality, Riobamba canton, Chimborazo province. This administrative management model seeks to identify the conditions of the internal and external environment of the greenhouse. The procedures of the administrative management model seek to improve the productivity of the greenhouse and achieve the proposed objectives through appropriate strategies. These strategies involved searching for bibliographical references to get enough theoretical background to design the strategic plan. Also, this research included a qualitative and quantitative methodology by collecting information through an interview with the Owner Manager, surveys to the clients of the microenterprise, as well as the development of the FODA matrix. As a result, it was possible to evaluate the current situation of the greenhouse. The findings reported a lack of function manuals, inadequate organizational environment, lack of employee training, lack of objectives and goals, and the necessity of strategic planning and business philosophy. Finally, the situational diagnosis led to a strategic direction in which the mission, vision, and strategic objectives were developed. Consequently, This Process will allow better administrative management and the development of marketing strategies to increase the sales of the greenhouse. For this reason, it is recommended to socialize, implement, and control compliance with the strategic plan that has been carried out for the San José Greenhouse microenterprise and thus, improve its productivity and profitability through an adequate and optimal allocation of business resources