Análisis estratégico para la empresa de Confección grupo empresarial American Little SAS de la ciudad de Cúcuta.

Abstract

Today, companies face various actions that can affect their performance, therefore, the need arises to generate strategies that address the economic, cultural and social changes that affect their growth. This work was developed with the purpose of identifying the strategic analysis for the American Little SAS clothing company in the city of Cúcuta, through a positivist methodological approach, qualitative approach, descriptive design based on a documentary analysis of the company in its dynamics labor. This information made it possible to consolidate the development of the SWOT, PORTER, MEFE, MEFI, and IE matrices. Subsequently, the Balanced Scorecard management tool was implemented, which linked key strategies and objectives with performance and results through the need to promote a proposal on the positioning of the business brand in social networks. The study identified the strengths and opportunities of the company to expand in the national market.