Organizational Diagnosis of The Internal and External Environment for Strategic Business Management.

Abstract

The organizational diagnosis is a specialized study that every organization requires and is basically in charge of evaluating the current strategic situation of the company with a vision of the future, for this reason this research focused on the analysis of the current situation of the packing house "DUFER" Cía. Ltda. located in the North zone of the province of Manabí - Ecuador. Which has a high experience in the process, marketing and export of shrimp, emphasizing that since 1992 they have worked constantly to continue growing, emphasizing that the Covid-19 played an important role in its export in which there were ups and downs. Therefore, the objective is to develop an organizational diagnosis of the packing plant through a field study in order to contribute to decision-making to improve its strategic management. For this reason, a quantitative and qualitative research was carried out, where investigative tools such as interview, observation, Pestari analysis and other evaluation of the environment (internal and external) are used, which help to describe the data that determine its affectation in the current export. Giving as a result that DUFER is a strong and competitive company, but that it needs to implement new strategies that help them to continue growing, improve their web pages that allow them to reach more internal and external clients, therefore, the following study helped to identify and analyze the current situation of the packing plant, helping to improve its processes both internally and externally, maintaining teamwork, values and objectives.