Plan Estratégico Para la Agencia de Viajes Voy Travel, Floridablanca Santander

Abstract

The importance for strategic management in the study of research on small and medium-sized companies, these being sources of contribution to employment and social wealth. However, the constant changes in the market and political and highly complex environments have improved the performance of organizations, leading them to make not-so-wise decisions and even go bankrupt. The main cognition of SMEs for which they do not come out afloat in the long term is due to the lack of a strategic plan, considering as the strength that a company has to direct, control, do and plan the challenges and opportunities that are generated in the competitive and turbulent market of its sector. The Voy Travel agency belongs to this microenterprise segment that, despite having the relevant documentation for the development of its main activity, does not have a strategic planning in its direction and commercial management that allows it to make decisions to obtain growth, profitability and feasibility of your business by placing yourself on a very fine line between disappearance or permanence in the market. Due to the above, the travel agency was forced to implement a strategic plan in its direction and commercial management to assume the crises that organizations face on a day-to-day basis. When executing a strategic diagnosis in the company with the purpose of establishing weaknesses, opportunities, strengths and threats which will allow to design a direction and commercial management, through the instruction of a vision, mission, corporate values, objectives, strategies that allow to be competitive implementing control and monitoring indicators. The focus of this work is qualitative, which uses the collection and analysis of data to refine the research questions or reveal new questions in the interpretation process that is based more on a logic and inductive process (explore and describe, and then generate theoretical perspectives). A pestilence analysis, Porter's 5 forces, value chain analysis, Canvas model and DOFA matrix were executed. Simultaneously, a strategic map was built that allows representing the strategies and accompanied by a comprehensive scorecard that will allow tracking the proposed activities and knowing their level and goal.