Plan de mejoramiento optimización de tiempos y desarrollo de mercado para el área de Emerging Brands de la empresa Superfüds S.A.S

Abstract

The present improvement plan has as its main objective to propose improvement actions for the Emerging Brands area of the Superfüds company, as a result of the business internship carried out as part of the International Business Program at Santo Tomás University, Tunja Branch. This was accomplished through the development of diagnostic tools, including the PEYEA, POAM, PCI, MEFE, MEFI, and MIME matrices, where external factors (opportunities and threats) and internal factors (strengths and weaknesses) were analyzed. This analysis aimed to identify the most favorable strategic actions that could be turned into an opportunity for improvement in the Superfüds company, in order to contribute to its development and growth in the sector. In conclusion, it is found that Superfüds is well positioned in the industry but should capitalize on its opportunities and address its weaknesses. The company was identified as needing improvement in CRM management, efficiency in executing processes such as supplier documentation and reports, and, finally, consistency in content creation and social media.