Plan estratégico para la empresa Sweet Line

Abstract

Sweet Line es una pastelería y repostería familiar caleña con 21 años de historia que se dedica a producir y comercializar más de 100 referencias de productos sin azúcar y bajos en grasa, que pueden ser tolerados por cualquier persona, incluidos los diabéticos e hipoglicémicos. Ante la creciente competencia en la industria de alimentación saludable, consecuencia de una mayor conciencia nutricional y del incremento en los índices de sobrepeso y obesidad en la población, el presente documento busca fijar los lineamientos para la implementación del plan estratégico de Sweet Line para la vigencia 2018-2020, que permita a la compañía fortalecer su posición competitiva en el segmento de repostería y pastelería saludable. Sweet Line is a family bakery shop from Cali Colombia, with 21 years of history dedicated to produce and market more than 100 references of products without sugar and low fat. The products can be tolerated by anyone, including diabetics and hypoglycaemic people. Given the growing competition in the industry of healthy food, as a result of a greater nutritional awareness and the increase in the rates of overweight and obesity in the population, this document seeks to set the guidelines for the implementation of the Sweet Line strategic plan for the term 2018-2020, which allows the company to strength its competitive position in the healthy bakery and cake segment. In its construction, we use the methodology that integrates the study of external and internal environments. The definition of the main objectives and strategic activities is derived from various matrices that allows to optimized efforts focused on the most important factors for the correct execution of its business model.