Alternativas estratégicas para la competitividad: Caso de estudio de la empresa Sytal

Abstract

The following project encompasses a study about the Sytal company where a competitive alternative is proposed based on an external and internal analysis of the company, which, following the guidelines already set out, lead the company to increase sales and be a pioneer in the industry to which it belongs which is what is intended to be achieved with the following project. The study begins with an expanded context on SMEs where the representation for Colombia can be evidenced and at the same time, identifying its positive aspects such as: growth opportunities for the sector, advantages in the external and internal market and its relevance within the country. The chosen methodology is analyzed from two perspectives: an internal and external analysis. In the analysis of the environment, data, figures, analysis, representations are located that allow us to understand what the market niche is, its behavior, the purchase decision making to decide which is the best way to be a leader within this niche. From the internal part, Sytal's resources, capabilities and competence are analyzed, allowing us to identify the strengths that the company has and from this, follow the stages of the development process and implement a strategy for the purpose mentioned above. At the end of the project, it is recognized that the results of the development of the strategy through the research carried out contemplates the entire strategic plan to which the organization of the company must align itself, committing itself to comply correctly with the proposal that was provided and see the best results. for Sytal.