Planeamiento estratégico empresarial del Diario Trome
Date
2019-11-10
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Pontificia Universidad Católica del Perú
Abstract
Trome se dedica principalmente a la generación de contenidos periodísticos
orientados al público del sector popular; posee una credibilidad conseguida a través de los
años y es el diario de mayor circulación en el país; además forma parte del portafolio de
diarios del Grupo El Comercio.
Actualmente compite en la industria de medios de comunicación, teniendo como
rubros principales la inversión publicitaria y presencia en prensa escrita. El Plan Estratégico
para Trome ha tomado como horizonte el año 2024, en éste se establecen los objetivos y
estrategias requeridas para alcanzar el liderazgo como un diario de generación de contenidos
informativos para el sector popular en el país.
En la investigación se están planteando 7 objetivos de largo plazo y 24 objetivos de
corto plazo, los cuales tienen por objetivo cumplir la visión propuesta para Trome; para ello
se han planteado 9 estrategias retenidas y 8 estrategias de contingencia. La implementación de
este plan estratégico busca que Trome se convierta en líder en los sectores en donde la
competencia lo supera actualmente y establezca operaciones en un ambiente multimedia para
maximizar el alcance de la comunicación.
El presente plan estratégico ha sido desarrollado empleando el Modelo Secuencial del
Proceso Estratégico de D’Alessio (2008), en el cual se ha desarrollado un análisis interno y
externo, y como resultado se ha identificado que existe una oportunidad para la versión digital
de Trome para crecer ofreciendo contenido multimedia, asimismo el crecimiento cada vez
menos concentrado en Lima, hace importante orientar esfuerzos al crecimiento en provincias
aplicando estrategias que apunten al desarrollo de productos y la diferenciación para sostener
y mejorar el posicionamiento de Trome, llegando a ser el líder en ventas y lectoría en lima y
provincias, y aumentando su participación dentro el sector digital.
Trome is mainly engaged in the generation of news content aimed at the popular public sector; It has a credibility achieved through the years and is the largest newspaper in the country; also part of the Group's portfolio of daily El Comercio. Currently competes in the media industry, with the main items advertising investment and presence in print media. The Strategic Plan has taken Trome horizon 2024, in this one the objectives and strategies required to achieve leadership as daily news content generations for the popular sector in the country are set. In research they are considering long-term objectives 7 and 24 short-term objectives, which aim to fulfill the vision proposed Trome; This has been raised nine retained strategies and 8 contingency strategies. The implementation of this strategic plan Trome seeks to become a leader in sectors where competition it currently exceeds and set operations in a multimedia environment to maximize communication range. This strategic plan has been developed using the sequential model of the Strategic Process D'Alessio (2008), which has developed an internal and external analysis, and as a result has identified that there is an opportunity for the digital version of Trome to grow by offering multimedia content, growth also increasingly concentrated in Lima, made important efforts to target growth in provinces implementing strategies aimed at product development and differentiation to sustain and improve the positioning of Trome, becoming the leader in sales and readership in Lima and provinces, and increasing their participation in the digital sector.
Trome is mainly engaged in the generation of news content aimed at the popular public sector; It has a credibility achieved through the years and is the largest newspaper in the country; also part of the Group's portfolio of daily El Comercio. Currently competes in the media industry, with the main items advertising investment and presence in print media. The Strategic Plan has taken Trome horizon 2024, in this one the objectives and strategies required to achieve leadership as daily news content generations for the popular sector in the country are set. In research they are considering long-term objectives 7 and 24 short-term objectives, which aim to fulfill the vision proposed Trome; This has been raised nine retained strategies and 8 contingency strategies. The implementation of this strategic plan Trome seeks to become a leader in sectors where competition it currently exceeds and set operations in a multimedia environment to maximize communication range. This strategic plan has been developed using the sequential model of the Strategic Process D'Alessio (2008), which has developed an internal and external analysis, and as a result has identified that there is an opportunity for the digital version of Trome to grow by offering multimedia content, growth also increasingly concentrated in Lima, made important efforts to target growth in provinces implementing strategies aimed at product development and differentiation to sustain and improve the positioning of Trome, becoming the leader in sales and readership in Lima and provinces, and increasing their participation in the digital sector.
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Prensa escrita--Perú, Investigación cuantitativa
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