Planeamiento estratégico agregado para la empresa: Corporación Comercial Jerusalén
Date
2019-06-03
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Publisher
Pontificia Universidad Católica del Perú
Abstract
Corporación Comercial Jerusalem (CCJ) es una empresa peruana joven del sector
construcción metalmecánica. La empresa ha tenido crecimientos sostenidos e importantes en
los últimos 10 años. Tiene gran potencial y la coyuntura actual le exige cambios para
mantenerse en el mercado, por ello requiere un plan estratégico a largo plazo para alcanzar su
visión.
Este documento toma como referencia modelos exitosos aplicados en empresas
internacionales y nacionales. Luego de analizar el entorno y el interior de la empresa se ha
concluido que CCJ no tiene estrategias adecuadas para capitalizar efectivamente las
oportunidades ni evitar las amenazas externas y tiene una baja posición competitiva con
respecto a las demás empresas de la industria. Corporación Comercial Jerusalén es una
empresa joven, que ha sabido ganarse la confianza y fidelidad de sus clientes, así mismo el
compromiso de sus empleados. Sin embargo enfrenta problemas financieros, que frenan su
crecimiento. Estos problemas se deben a una inadecuada gestión en el área financiera, de
marketing y administración y la falta de liderazgo para realizar una adecuada planificación
estratégica a largo plazo.
Se sugiere estrategias competitivas, internas de reconversión (Turn Around) y de
gerencia de procesos, además de las alianzas externas estratégica hacia adelante y atrás, así
como una estrategia general enfocada en la diferenciación en calidad. Es importante llevar a
cabo las estrategias internas primero y en para garantizar el éxito de las externas. Se ha
propuesto diez estrategias y se han planteado 20 objetivos a corto plazo que sumados a las
políticas, que enmarcaran la actuación de la empresa, la ayudaran a lograr los objetivos a
largo plazo y alcanzar su visión.
Corporación Comercial Jerusalem (CCJ) is a young Peruvian construction company for the metalworking sector. The company has sustained and significant growth in the last 10 years. The company has great potential and the current situation requires changes to stay in the market, therefore requires a long-term strategic plan to achieve their vision. This paper takes as reference successful models applied in international and national companies. After analyzing the environment and inside the company, the conclusion has been that CCJ has not right strategies to capitalize on opportunities and avoid external threats and has a low competitive position relative to other companies in the industry. CCJ is a young company that has earned the trust and loyalty of its customers, also the commitment of its employees. However faces financial problems, which slows their growth. These problems are due to lack of leadership and poor management in finance and marketing. Lack of long-term strategic planning is added to this. Has been suggested as internal strategic: turn around and process management, also has been suggested as external strategic: strategic alliance back and forth. As generic competitive strategies: focus on quality differentiation. It is important to carry out the first internal strategies and to ensure the success of external. Ten strategies have been proposed and also 19 short-term objectives with their policies that have framed the performance of the company and help achieve long-term goals and achieve their vision.
Corporación Comercial Jerusalem (CCJ) is a young Peruvian construction company for the metalworking sector. The company has sustained and significant growth in the last 10 years. The company has great potential and the current situation requires changes to stay in the market, therefore requires a long-term strategic plan to achieve their vision. This paper takes as reference successful models applied in international and national companies. After analyzing the environment and inside the company, the conclusion has been that CCJ has not right strategies to capitalize on opportunities and avoid external threats and has a low competitive position relative to other companies in the industry. CCJ is a young company that has earned the trust and loyalty of its customers, also the commitment of its employees. However faces financial problems, which slows their growth. These problems are due to lack of leadership and poor management in finance and marketing. Lack of long-term strategic planning is added to this. Has been suggested as internal strategic: turn around and process management, also has been suggested as external strategic: strategic alliance back and forth. As generic competitive strategies: focus on quality differentiation. It is important to carry out the first internal strategies and to ensure the success of external. Ten strategies have been proposed and also 19 short-term objectives with their policies that have framed the performance of the company and help achieve long-term goals and achieve their vision.
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Keywords
Administración de empresas, Planificación estratégica
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