Importancia de una adecuada planeación estratégica en la empresa Huevos Kikes del área metropolitana de Bucaramanga

Abstract

Huevos Kikes is a Santanderean poultry company belonging to Incubadora Santander with a history of 60 years where it has managed to position itself in the national market as one of the most influential brands in the country. Thanks to inflation, the costs of raw materials, the devaluation of the Colombian peso against the dollar, and in the face of a leftist political outlook, the fear of foreign investment in our country would increase, directly affecting each Colombian in the sales and production costs of each product. “Another important issue to analyze is the fluctuation of the dollar, which has bordered four thousand pesos throughout 2021. This increase has made the raw material, which is essential for the operation of poultry farming in the country, more expensive.” (FENAVI, 2021, p.4). In the present project, it is proposed to determine a proposal for a strategic plan appropriate to the needs of Huevos Kikes company located in the city of Bucaramanga through a case study carried out on the entire company in an exploratory, non-experimental manner through of the realization of matrices that allow evaluating the internal and external factors that precede the operation of the company, such as the PESTEL matrix, the internal factors matrix and the weighted SWOT matrix. As a result, the analysis of the aforementioned matrices is obtained and with this the realization and application of strategic indicators which allow Huevos Kikes to measure and analyze the performance obtained in the response to the different threats and weaknesses identified.