Plan estratégico para una empresa organizadora de bodas post COVID-19.

Abstract

The present research work analyzes MENBERMU S.A Company, which is dedicated to the organization of weddings and corporate events. This work aims to promote the reactivation of the company in the post-Covid-19 pandemic events market. This research concludes with the development of a strategic plan. In the first instance, the corresponding literary review was made based on the development of a strategic plan and the organization of events. Regarding with data collection, a market study was carried out that consisted of the application of surveys and interviews, Taking as object of study the event organizing company and its participating actors, including the owner-event organizer, clients who had to postpone their weddings and guests to social events in the city, this information also served as the basis for the creation of strategies based on the new demands presented by these groups. Regarding with the development of the strategic plan, first an exhaustive analysis of the internal situation was carried out to recognize strengths and weaknesses, and of the environment through the application of Porter's five forces model and PEST analysis. Finally, with the information collected, the strategic diagnosis was proposed using the SWOT tool, to establish the strategies and action plan that will be applied to fulfill each of the objectives.