Resumen

BAQUE VILLANUEVA, Lisenia Karina; IZQUIERDO MORAN, Aída Margarita  y  VITERI INTRIAGO, Danilo Augusto. Methodological structure of a strategic plan to improve sales in MIPYMES of the Quevedo canton. Universidad y Sociedad [online]. 2022, vol.14, n.2, pp. 66-74.  Epub 02-Abr-2022. ISSN 2218-3620.

Strategic planning is a very important tool that helps the management of the organization, since it allows to outline objectives, goals and strategies in order to make the company successful. This research was conducted with the purpose of designing a methodological structure for strategic planning, which allows improving sales in MSMEs in the canton of Quevedo, for which 50 MSMEs in the canton of Quevedo dedicated to marketing and gastronomy activities were analyzed; the survey was applied as a data collection instrument, which allowed knowing the needs that entrepreneurs have in the management and control of their establishments. The proposed methodological structure of strategic planning consists of three main steps: strategic direction, strategy formulation and evaluation of strategies. This structure is flexible and understandable and, when developed and applied, will improve sales in MSMEs in Quevedo canton.

Palabras clave : Strategic planning; MiPyme; planning; strategic direction.

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