Diseño de un plan estratégico para la empresa manare S.A.S a partir de los factores productivos generados de fabricación, comercialización y aplicación de revestimientos arquitectónicos (pintura)

Abstract

This degree project is based on the need to optimize the production process, manufacturing, marketing and application of architectural coatings in the company Manare S.A.S, by designing a strategic plan.

To comply with it, a methodology was used based on an internal and external diagnosis of the company Manare S.A.S with the purpose of identifying the current conditions of the paint production process and the general situation of the market.

The development of market research was directed at a specific competition (paint and hardware companies) and a type of customers (construction companies and contractors) considered to be the main consumers of the products offered by the architectural cladding sector. With this it was possible to know the level of perception of the service and consequently identify, design and prioritize strategies to access and have participation in this sector in the city of Yopal Casanare.

Among the results we obtained the characterization of the sector, the internal analysis of the company. Based on the information collected, strategies were generated according to the guidelines of the organization, prioritizing those of greater impact to be taken into account by the organization.