IMPORTANCIA DE LA PLANEACIÓN ESTRATÉGICA EN LAS PYMES DEL SECTOR DE COMIDAS RÁPIDAS EN EL NORTE DE LA CIUDAD DE GUAYAQUIL

Abstract

The aim of this study is to analyze the importance of strategic planning in SMES of the fast food sector, taking as a segment of study to the business of this category that operate in the north of the city of Guayaquil. With regard to the research problem, was identified on the basis of a previous observation that in general, between the limitations that have SMES is the low level of use of strategic planning. In addition due to the fast food market in the sector of study is widely saturated, which in turn affects not only the level of development of SMES, but also reduces their ability to compete effectively. For more information on the subject, is applied a bibliographic research and descriptive, the same that allowed the author information of both primary sources and secondary sources, which served to complement and support the study. In this case as a result it was identified that the majority of the SMES lack a strategic planning due to a lack of knowledge and lack of resources, however, there are SMES, informally and empirical have implemented the planning that, in spite of not being properly structured has generated positive results for the business.