Formulación de un plan de direccionamiento estratégico para la fundación BIOLUNA en la ciudad de Barranquilla
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Fecha
2021
Autores
Romero, Mariana
San Juan, Jan Carlos
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Ediciones Universidad Simón Bolívar
Facultad de Ingenierías
Facultad de Ingenierías
Resumen
La rápida evolución de los sistemas comerciales del mundo, así como de cada uno de
sus actores ha obligado a que las empresas de todo tipo se adapten al entorno cambiante, y
busquen estrategias que aumenten su competitividad y diferenciación en mercados que se
encuentran altamente saturados de ofertas. Entre las estrategias utilizadas por las empresas
se encuentra una alta inversión en innovación, talento humano y Marketing. Sin embargo, lo
anterior no es suficiente para garantizar el éxito empresarial, ya que estas deben contar con
una estructura organizacional clara que les permita fijar objetivos, metas realistas y medibles,
al igual que desarrollar una cultura corporativa fuerte. Es por ello, que el presente proyecto
tiene como objetivo principal Formular un plan de direccionamiento estratégico para la
fundación BioLuna que le permita ser competitiva en el mercado. Lo anterior, siguiendo las
recomendaciones del PMBOK para el desarrollo de proyectos con metodología de modelo
en cascada. Durante el desarrollo de las actividades necesarias para cumplir con lo anterior,
se logró comprobar que la Fundación presentaba una planeación estratégica incompleta, poco
realista, y alejada de las expectativas de los interesados. Por lo cual, se realizó un diagnostico
detallado de la situación y se procedió a rediseñar la misión visión, valores, objetivos y un
nuevo organigrama y mapa estratégico de la entidad. Finalmente, se proponen una serie de
estrategias que permitirán a la entidad aumentar su competitividad y estabilidad en el
mercado, así como también una serie de indicadores que le permiten a BioLuna hacer
seguimiento de su gestión y funcionamiento.
The rapid evolution of the world's commercial systems, as well as of each of its players, has forced companies of all types to adapt to the changing environment, and to seek strategies that increase their competitiveness and differentiation in markets that are highly saturated with offers. Among the strategies used by companies is a high investment in innovation, human talent and marketing. However, this is not enough to guarantee business success, since they must have a clear organizational structure that allows them to set realistic and measurable objectives and goals, as well as to develop a strong corporate culture. For this reason, the main objective of this project is to formulate a strategic direction plan for the Bioluna Foundation that will allow it to be competitive in the market. The above, following the PMBOK recommendations for the development of projects with cascade model methodology. During the development of the activities necessary to comply with the above, it was found that the Foundation had an incomplete strategic planning, unrealistic, and far from the expectations of stakeholders. Therefore, a detailed diagnosis of the situation was made and the mission, vision, values, objectives and a new organization chart and strategic map of the entity were redesigned. Finally, a series of strategies were proposed that will allow the entity to increase its competitiveness and stability in the market, as well as a series of indicators that will allow Bioluna to monitor its management and operation.
The rapid evolution of the world's commercial systems, as well as of each of its players, has forced companies of all types to adapt to the changing environment, and to seek strategies that increase their competitiveness and differentiation in markets that are highly saturated with offers. Among the strategies used by companies is a high investment in innovation, human talent and marketing. However, this is not enough to guarantee business success, since they must have a clear organizational structure that allows them to set realistic and measurable objectives and goals, as well as to develop a strong corporate culture. For this reason, the main objective of this project is to formulate a strategic direction plan for the Bioluna Foundation that will allow it to be competitive in the market. The above, following the PMBOK recommendations for the development of projects with cascade model methodology. During the development of the activities necessary to comply with the above, it was found that the Foundation had an incomplete strategic planning, unrealistic, and far from the expectations of stakeholders. Therefore, a detailed diagnosis of the situation was made and the mission, vision, values, objectives and a new organization chart and strategic map of the entity were redesigned. Finally, a series of strategies were proposed that will allow the entity to increase its competitiveness and stability in the market, as well as a series of indicators that will allow Bioluna to monitor its management and operation.
Descripción
Palabras clave
Cultura organizacional, Planeación estratégica, Gobierno corporativo, PMBOK, DOFA, Organizational culture, Strategic planning, Corporate governance