Propuesta de plan estrategico para empresa comercializadora accesorios Deluxe en la ciudad de Cali

Abstract

The Strategic Plan, turns out to be a fundamental basis for organizations to achieve the goals set in the company; said plan can be projected in the short, medium or long term; This, according to the activity and size of it. This is how, after evidencing the main problem found in the Deluxe Accessories Marketer in the City of Cali; it is possible to affirm that it basically lies in inefficiency at the service level, especially in lost sales; This leads to a negative impact in relation to profits. In this sense, it was proposed as objective in this investigation, to establish the strategic planning of the accessories trading company located in the city of Cali; This meant that a qualitative and quantitative methodology was used, using data collected from a semi-structured interview; A worksheet was also prepared, which was made a qualitative analysis of the information. As a result, it was obtained that strategic planning allowed the company to develop an elementary process to define the mission, which is the company's raison d'être; as well as the vision, an element that indicates the organization, its long-term direction; corporate values, what are called positive qualities of the company for its proper functioning. On the other hand, when carrying out an external analysis, it was possible to detect the opportunities and threats of the context; For its part, the internal analysis led the company to identify the strengths and weaknesses of the organization. Given the above, it is relevant that different strategies that are consolidated in an organized plan arestructured, evaluated and designed, in such a way that it allows the marketer to achieve the proposed objectives. Finally, it was concluded that when the marketing companies incorporate international standards in their strategic planning that allow them to preserve the market and development of new segments, this leads the company to greater growth in the sector.