Estudio de caso: ICON-CO

Abstract

This project consisted of developing a case study around managerial skills in competitive environments at the ICONCO company. The main objective was to determine the different strengths and weaknesses of 5 areas of the company and propose an improvement plan based on the findings. The study was divided into 5 strategic areas: (1) Marketing Management, (2) Financial Management, (3) Negotiation Strategies, (4) Managerial Skills, and (5) Project Management. The methodology for studying each area was a diagnosis with a survey-type data collection instrument applied to members of the company, and then using the identified data from the surveys to generate an improvement plan. Initially, for the Marketing Management area, the company has the strength of excellent product quality and achieved brand positioning, but presents different weaknesses focused on managing social media with customer attraction, retention, and loyalty strategies. Regarding the company's financial management, it was identified that the company's financial growth directly influences its overall growth. For Negotiation Strategies, the use of different strategies was evidenced, and the importance of implementing manuals defining them was emphasized. On the other hand, different shortcomings were found in the identification of leadership styles and assertive communication with employees in the Managerial Skills of the manager. Finally, several shortcomings were identified in the ICONCO company's Project Management, such as inadequate project tracking, lack of interest in future projects, and little relevance given to the results obtained in past projects. Keywords: Management skills, Strategic management, Strategy development, Business vision, Case study