Direccionamiento estratégico de Comercampo

Abstract

Small companies of peasant origin permanently faced different challenges, among which is the achieve a level of organization that enable them to survive in the market. This can be difficult as companies grow or market changes, leaving behind not having foreseen threats or having wasted the opportunities presented. This thesis is an effort to apply the knowledge gained in the MBA program in order to develop the strategic direction of the company COMERCAMPO incorporating theories of strategic business planning in the rural peasant development, allowing small businesses farmers raise a company's own capabilities, in order to formalize and align their actions with defined vision. Given the strategic (Kaplan & Norton, 2000), to analyze the competitive forces (Porter, 1995), discusses the company structure of peasant origin named COMERCAMPO, like other small businesses that have been successful in previous years the hand of their owners, association AGROCAUCA second level, but at the time of this work is going through difficult times since the financial and commercial. It then aims to realize the strategic direction of the marketing of fruits and vegetables COMERCAMPO, designed for companies wishing to adopt ways to improve their skills, with the central point, his vision for the future, while recognizing that have strengths, but also any aspects to improve dynamic entity, all to provide the company COMERCAMPO of tools to deal with the uncertainty created by the changing competitive environment.