Diseño de planeación estratégica para la empresa AUTORADIADOR S.A.

Abstract

Strategic planning is considered a tool to direct the actions to be implemented to meet objectives and currently the Ecuadorian market is suffering an eco-nomic crisis so this research project is to design a strategic planning to in-crease the profitability of the company Autoradiador S.A. of the city of Guayaquil, since the company under study presents problems in reducing its profitability. The main objective of the research was to increase profitability through strategic planning. For the collection of information a methodology based on a mixed approach was used, both quantitative and qualitative tech-niques were used, interviews were applied, the political, economic, social, technological and environmental environment was analyzed through biblio-graphic and documentary material, in order to know the variables that impact the company under study. The financial feasibility showed an IRR of 43% and a net present value (NPV) of $264,444.45, which led to the conclusion that the project is profitable. These results highlighted the importance of designing the strategic planning for the company Autoradiador S.A. as a fundamental part of the fulfillment of the objective, it is recommended that for other investigations the aspects to be investigated for the search of the different models of strategic planning should be analyzed.