La planeación estratégica como herramienta para el fortalecimiento de la imagen corporativa de la empresa Viña Santa Camila S.A.

Abstract

Viña Santa Camila, is a family business with a public limited company structure, dedicated to the production and marketing of high quality wines, it was founded in 1925 by Don Neptalí Madrid, it is made up of 880 collaboratorsfrom the area, it uses production methods traditions, there is a culture of traditional professional collaboration, built over the years. It is reflected in the high degree of specialization and loyalty of the collaborators, transmitted fromthe vision of its founder. Given the growth that the company has had and the demands of its environment, Viña Santa Camila has set itself the mainobjective of projecting a good long-term image, in the production of high-qualitywines and thus being able to internationalize its brand. The processes managed by the company are informal, there is no standardization in its organizational processes. In order to properly manage its processes, the company Viña Santa Camila must design strategies that allow improving the level of communication, standards and procedures for each department. In order to carry out the change, Strategic Planning will be used as a tool focusedon the creation of a Human Talent department for the restructuring of the process and adaptation of old and new personnel.