Plan estratégico de negocios aplicado al caso : Distribuidora “La Libertad” - Provincia de Santa Elena - Ecuador.

Abstract

This paper is focused on proposing a strategic plan applied to the distributor of mass consumer products "La Libertad" located in the province of Santa Elena, with the aim of improving competitiveness and operational processes, in representation contracts (Nestlé, Kimberly-Clark and Unilever) and grow in other representations that generate variety in the catalog of products that the distributor owns, leading the company to higher levels of profitability. The information gathering was carried out through primary sources that included surveys of the distributor's employees and interviews focused on the company's senior managers. The total population was 74 employees by means of which different variables were evaluated to know the current state of the distributor. The main findings of the study were that there is a lack of collaboration between the work team, lack of knowledge of tasks, functions, rules and internal policies, same variables that are considered essential for optimal operation in the company. Finally, components such as training, support for concerns, receiving additional benefits and having the support of the distributor for the workers are considered as the fundamental variables of the employees.