Propuesta de un cuadro de mando integral para la planificación estratégica de la empresa productora publicitaria Manila Films S.A. en la ciudad de Guayaquil.

Abstract

This study is based on the problems that the company Manila films S.A. has. In terms of planning, since there is no model that structures and integrates both operational and administrative processes to achieve the fulfillment of the mission and vision of the company, therefore, the objective was to propose a strategic plan through the Balanced Scorecard. for business management and control in order to optimize the resources provided by the company. Therefore, how a research methodology was developed with a qualitative and quantitative approach (mixed), descriptive scope and a non-experimental design. Due to the emergence of a problematic method, the methodology tries to guide the description, prediction and interpretation of quantitative factors based on the quality and competitiveness in the integration of processes and administrative. Likewise, in the methodology, the unit of analysis was identified, which for this study focuses on the personnel of the Manila Films company, therefore the population and sample is determined by means of a non-probabilistic sample for convenience because the number of the staff does not exceed 30 individuals. With the information collected from the diagnosis and from the survey, the results of which highlight that 83% show the need to implement strategies that contribute significantly to business development. Therefore, it was possible to define the strategic objectives classified in the four strategic perspectives according to the balanced scorecard.