LA ESTRATEGIA DE DIVERSIFICACIÓN RELACIONADA: CASO GRUPO MAVESA

Abstract

Organizations must be renewed to deal with the constant changes caused by internal and external factors which should redefine strategies to maintain the desired profitability for shareholders. One way of to manage this situation is diversifying its business lines; that may or may not be related to current business. Diversification can be obtained by exploiting the resources and capabilities possessed by companies, by mergers and business purchase. The MAVESA group is taken as a case study to analyze what external factors have contributed to this Ecuadorian company into new businesses, taking it to a related diversification process. This company has gotten through challenges that are referred as the PESTEL factors in recent years, identifying opportunities that allowed this company to create new solutions related to the core business, complementing its product portfolio through internal development and the acquisition of external knowledge to strengthen its core businesses and to enter new businesses such as vehicle insurance and recycling of tires.. From the analysis of the MAVESA group, it can deduce that exploiting the skills and talents, organizations can provide major activities related to such solutions to expand operations and increase profitability and achieve a high level ranking.