Implementación de un plan estratégico para la cooperativa de transportadores del sur Cotrasur

Abstract

COTRASUR (Cooperative Transporters of the South) is a Colombian organization that specializes in the national and international transport of large loads. The organization has 60 years of experience in the industry, and currently offers clients specialized services of inland transport of dry cargo, liquids and special cases. This project began with the development of a study of Competitive Benchmarking, in which factors were designed to compare the actual performance of COTRASUR to the performances of other major companies in the industry of land transportation in Colombia and the world. The creation of strategic planning for COTRASUR started with the analysis of the current business model of the cooperative using the CANVAS model and its nine components, then the PEST and FIVE STRENGTHS OF MICHAEL PORTER were implemented, complementing previous models profile matrix internal capabilities (PCI) and matrix profile of opportunities and threats in the market (POAM) were executed. The application of these models was performed in order to identify internal and external variables that are affecting the company in positive and negative ways, to make the SWOT matrix, and through the crossing of variables choose the strategic objectives of the cooperative, which were placed in a strategic map with their respective correlations. The last step was the design of the scorecard, which will enable the organization to track the growth of the strategy.