Propuesta para la elaboración del plan estratégico y generación de valor de la empresa Comunicaciones Benítez y Toapanta Cocebet S.A.

Abstract

The structure of this document is composed as a result of the need on the part of the company Comunicaciones Benítez y Toapanta Cocebet S.A. to improve its internal processes and current administrative management. The main problem identified is related to an inadequate strategic planning and budget allocation, for this purpose the design and development of a strategic plan is proposed that not only promotes the competitive advantages of the organization, but also allows an improvement of the processes internal to this. As the main results obtained, it can be mentioned that: the external environment to which the company and the industry belongs is extremely volatile and is characterized by constant changes, which generates uncertainty in the interest groups, which leads to a limited development of the sector; the competitive environment is too wide, there are no entry barriers, customers are more susceptible to the price of the products than to their quality; In the internal audit, it has a moderate performance as a company, that is, if strategic actions are not taken to improve its current management, it could incur poor performance; While, in the definition of the strategic course, four strategic objectives were formulated corresponding to each of the perspectives of the Balanced Scorecard and these, in turn, encompass twenty strategies, both generic (differentiation), as well as specific and business strategies, said strategic objectives have With management indicators and a BSC as a management control tool, finally, with the ROI analysis, it was determined that the implementation of the strategic plan would be profitable for the organization, obtaining a consistent benefit ratio of 4.12.