Plan estratégico como aporte a la gestión empresarial sostenible del emprendimiento Bebbamburg en Barquero, Chone.

Abstract

The research focused on a strategic plan that contributes to the sustainable business management of the Bebbamburg project in the community of Barquero, Chone, Manabí-Ecuador. The objective was to develop an organizational diagnosis that would serve as a basis for a strategic plan that contributes to the sustainable business management of Rancho Bebbamburg. Descriptive methods were used with a mixed, qualitative and quantitative approach; theoretical methods, inductive-deductive, analytical-synthetic, historical-logical. Practical techniques such as SWOT, MEFE and MEFI matrices, strategic map, business philosophy and action plan. In addition, an interview was conducted with the administrator and a survey consisting of 5 questions was applied to the real clients of the enterprise using the Nominal-Likert scale and where a reliability statistic was obtained according to Cronbach's Alpha of 912 according to SPSS 26. As a result of the techniques, it was possible to evidence the strengths, weaknesses, recognize the negative and positive impact, both internal and external, know the direct competitors of the market through the analysis of competition and strategic map, define its philosophy according to its mission, vision and values, also, raise objectives, strategies, activities, resources and costs in an action plan that will positively influence the viability and growth of the business. Therefore, this study determines how important a formal strategic plan is for Rancho Bebbamburg, providing a clear route for its development, expansion, and growth, becoming a fundamental tool to make better decisions and ensure its viability in a market that is increasingly competitive.