Publicación:

Dirección estratégica de la comercializadora Discolac E.U.

Resumen

The Strategic Direction of DISCOLAC E.U. is a null model in this company, since its business and economic development within a niche market is exclusive, which makes it impossible for greater economic growth in recent years, this situation is mainly due to the fact that its owner does not give importance required by the company and simply focuses its efforts on developing its work based on the conditions that the market presents daily, there is no specific goal with respect to the achievements it intends to achieve nor are there defined parameters that allow it to establish a specific goal . According to an initial visit it was observed that this company does not have a strategic direction defined and internally there is no specific organization, although it is not evident that they are established in areas or departments, it is assumed that there are some essential for its operation. It is also perceived that there is no sense of belonging on the part of the workers of the winery, since there is no logo or brand that represents them and they do not have any type of endowment to carry out their work; likewise, there is no place where employees can know and put into practice the address that the company may have. Additionally, the company has limited its area of influence to two (2) localities exclusively in Bogota (Engativa and Suba), which may limit its field of action at some point, causing a restriction in the distribution of the different products, as well as not having a greater volume of work for its employees and distributors, in the same way generates a lower recognition in front of other companies with similar services.   The company COMERCIALIZADORA DISCOLAC E.U. It is registered in the Chamber of Commerce of Bogotá in the name of Mrs. Nubia Esperanza Castellanos, since October 16, 2007, belongs to the Economic Services Sector and is dedicated to the marketing and distribution of dairy products and food, as well as perishable and non-perishable products. As a general objective of this work, it focuses on designing and informing DISCOLAC EU the general tools for the correct strategic direction, that improves the internal functioning of each of the processes, and to achieve it, three specific objectives will be developed that are the following ones: first objective, plan together with the management the creation of the mission, vision and corporate image of the company, the second objective, design the manuals of functions of each of the positions and finally is designing communication channels between the areas, all this in order that the marketer improves its organizational structure. Once analyzed the background of the Marketer, the following question arises: In what way the lack of strategic direction of the company DISCOLAC EU has limited its level of competitiveness in the marketing and distribution of dairy products in Bogota ?, is what will be developed in this work taking into account the knowledge acquired during the race.