PROPUESTA DE DIRECCIÓN ESTRATÉGICA PARA UNA PYME: CLÍNICA VETERINARIA GANDHI
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2016-01-12
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Jaén: Universidad de Jaén
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[ES] Debido a la situación económica en la que nos encontramos, numerosas empresas han
tenido que suspender su actividad. Especialmente, el grupo más afectado es el de las
Pequeñas y Medianas Empresas; ya que, entre otros motivos, ellas no cuentan con los
mismos recursos que las grandes compañías, de ahí que sean las primeras en cerrar. Eso
lo he podido comprobar en mi localidad, cuya actividad principal se basaba en el
ladrillo; y donde se han cerrado más de la mitad de empresas dedicadas a este sector,
sobreviviendo las de mayor tamaño (aunque también éstas han visto mermada su
actividad). Así pues, he decidido escoger como tema de este presente Trabajo de Fin de
Grado analizar a una PYME de mi localidad desde el punto de vista estratégico, con el
objetivo de recomendarle una estrategia, no sólo para mantener su cuota de mercado,
sino también de aumentarla.
En primer lugar identificaré y analizaré: su misión y visión, los diferentes grupos de
interés, problemas de gobierno de la empresa y si lleva a cabo acciones de
responsabilidad social. En segundo término realizaré un análisis tanto externo (del
entorno) como interno (recursos y capacidades). Por último, me centraré en su ventaja
competitiva; para finalmente, con todo el estudio analizado, proceder a establecer cuál
es la estrategia más recomendada para esta PYME, que en este caso es la estrategia
corporativa de desarrollo de productos.
Palabras clave: estrategia de desarrollo de productos, ventaja competitiva de
diferenciación, misión y visión empresarial, análisis del entorno y análisis interno.
[EN] Because of this economic situation in which we find ourselves, many companies have had to suspend their activity. Especially, the most affected group is the Small and Medium Enterprises; because, among other reasons, they do not have the same resources as large companies, and for that they are the first to close. That what I have seen in my town, whose main activity was based on the brick; and where they have closed more than half of companies engaged in this sector, surviving the larger (although these have been undermined their activity). So, I decided to choose the theme of this present work Final Project analyze a SME from my town from a strategic point of view, in order to recommend a strategy not only to maintain its market share, but also increase. First I will identify and analyze: its mission and vision, the different stakeholders, problems of corporate governance and if carried out social responsibility actions. Secondly I will do an analysis external (environmental) and internal (resources and capabilities). Finally, I will focus on their competitive advantage; for, with the study analyzed, proceed to establish which is the most recommended strategy for this SME, which in this case is the corporate strategy of product development. Keywords: product development strategy, competitive advantage of differentiation, business mission and vision, environmental analysis and internal analysis.
[EN] Because of this economic situation in which we find ourselves, many companies have had to suspend their activity. Especially, the most affected group is the Small and Medium Enterprises; because, among other reasons, they do not have the same resources as large companies, and for that they are the first to close. That what I have seen in my town, whose main activity was based on the brick; and where they have closed more than half of companies engaged in this sector, surviving the larger (although these have been undermined their activity). So, I decided to choose the theme of this present work Final Project analyze a SME from my town from a strategic point of view, in order to recommend a strategy not only to maintain its market share, but also increase. First I will identify and analyze: its mission and vision, the different stakeholders, problems of corporate governance and if carried out social responsibility actions. Secondly I will do an analysis external (environmental) and internal (resources and capabilities). Finally, I will focus on their competitive advantage; for, with the study analyzed, proceed to establish which is the most recommended strategy for this SME, which in this case is the corporate strategy of product development. Keywords: product development strategy, competitive advantage of differentiation, business mission and vision, environmental analysis and internal analysis.