Abstract

CONFORME SALAZAR, Mercedes  and  GADVAY CUNEZ, Carlos Andrés. Situational diagnosis of the family business "Almacenes Gadvay" that promotes the design of the institutional strategic plan. Universidad y Sociedad [online]. 2022, vol.14, n.3, pp. 272-281.  Epub June 30, 2022. ISSN 2218-3620.

The research objective is to carry out a situational diagnosis to evaluate the current conditions of "Almacenes GADVAY" which is a family business specialized in the commercialization of cosmetic products and equipment for beauty centers and propose development actions through the Design of the Institutional Strategic Plan; the research is of a correlational type, not experimental where the variables and the relationship between them are measured, the type of study is descriptive and through the observation of the facts the information will be collected to make the situational diagnosis, applying a mixed qualitative -quantitative approach, the fundamental results of the institutional diagnosis will be revealed to generate the proposal of the new plan. Through the analysis of the profile of internal capabilities and the profile of opportunities and threats in the environment, strategies will be established in the SWOT matrix; and to measure customer satisfaction, a survey is applied to managers, operations and customers. The results reflect that in the internal capacities the warehouse shows strengths only in the technological development has weakness since it is a company that does not produce, but is a marketer; in terms of external capabilities it shows high threats due to the influence of external factors and in the application of the survey reflects a high percentage of satisfaction on the part of customers and staff. It is concluded that it is important to develop a strategic plan where the results of the study are considered to generate greater growth of the Warehouse.

Keywords : Strategic plan; family business; cosmetic products; administration; management.

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