La planificación estratégica y la relación con la rentabilidad de la empresa Davmotor Cia. Ltda., de la ciudad de Ambato

Abstract

The company Davmotor Cia. Ltda. Is dedicated to the construction of different types of buses, routed in comply expectations and preferences that is presented in the consumer. The research draft has as main objective to investigate in the strategic planning and the profitability of the company carrocera "Davmotor" of the city of Ambato to improve its market participation, the low performance of the company is for the non-fulfillment of strategic planning , Causing an improvised production in its processes, obtaining as a result low profitability, loss of clients and followed of this nonconformity of the same, the methodology that is applies is sustained by several authors, the research is characterized by being quali-quantitative, since This will help to obtain more precise results, using the surveys and financial statements can determine the most important factors on strategic planning and profitability, it was verified the hypothesis through a hermeneutical triangulation in this way intends to propose a strategic plan, Which will benefit the company in its daily development, one of the tools that can be applied is the integral model of strategic planning, which brings stages of formulation, implementation and evaluation, through the aforementioned will support the company to generate Profitability frameworks satisfactory for both the company and the shareholders, this way it will be reflected the growth of the company Davmotor showing to the society that it is strong and stable before any event that is presented it arrives to the conclusion that the company must study the Financial statements, indicators matrices of adequacy, diagnosis, decision and the integrated scorecard that facilitates decision making in conjunction with the achievement of goals and objectives.