TY  - THES 
TI  - Direccionamiento estratégico de Comercampo
PB  - Universidad Icesi
PY  - 2013
UR  - http://hdl.handle.net/10906/76396
AB  - Small companies of peasant origin permanently faced different challenges, among which is
the achieve a level of organization that enable them to survive in the market. This can be
difficult as companies grow or market changes, leaving behind not having foreseen threats
or having wasted the opportunities presented. This thesis is an effort to apply the
knowledge gained in the MBA program in order to develop the strategic direction of the
company COMERCAMPO incorporating theories of strategic business planning in the
rural peasant development, allowing small businesses farmers raise a company's own
capabilities, in order to formalize and align their actions with defined vision.
Given the strategic (Kaplan & Norton, 2000), to analyze the competitive forces (Porter,
1995), discusses the company structure of peasant origin named COMERCAMPO, like
other small businesses that have been successful in previous years the hand of their owners,
association AGROCAUCA second level, but at the time of this work is going through
difficult times since the financial and commercial. It then aims to realize the strategic
direction of the marketing of fruits and vegetables COMERCAMPO, designed for
companies wishing to adopt ways to improve their skills, with the central point, his vision
for the future, while recognizing that have strengths, but also any aspects to improve
dynamic entity, all to provide the company COMERCAMPO of tools to deal with the uncertainty created by the changing competitive environment.
KW  - Facultad de Ciencias Administrativas y Económicas
KW  - Producción intelectual registrada - Universidad Icesi
KW  - Análisis estratégico
KW  - Planificación estratégica
KW  - Dirección estratégica
KW  - Addressing
KW  - Strategy map
KW  - Strategic plan
ER  -