MODELO INTEGRAL DE DIAGNÓSTICO DEL PROCESO DE ADMINISTRACIÓN ESTRATÉGICA. CASO INPAECSA

Abstract

Changes in the macro and micro environment generate the definition of strategies that fit a previous diagnosis. In this situation the same problem can be solved using different strategies, the management objective is to choose the path with the lowest cost, not only from a financial point of view but also from an economic point of view. The goal of the strategies is to reduce the uncertainty of future changes in the macro environment; the situation of the changes in the production matrix that is occurring in Ecuador is analyzed. This paper seeks to determine the criteria to be analyzed for the present strategies contemplating the changes in the context. A case study of the toilet paper factory Inpaecsa was analyzed, although the toilet paper is not part of the actual restricted products, the possibility of this happening in the future is not discarded. In the present study the decision of the president of the organization is analyzed to decide between performing a line extension strategy or a diversification strategy, from a macro and micro environment diagnostic exercise.