Examinando por Autor "Borrero Espinel, Mauricio"

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    Ítem
    Formulación del proceso de dirección estratégica en una empresa de software líder en el sector de entretenimiento en Colombia
    (Universidad EAFIT, 2017) Borrero Espinel, Mauricio; López Gallego, Francisco
    The present work of degree uses a set of diagnostic tools to formulate a strategic direction for a company that is leader in the software solution for the entertainment sector and is going through a crisis brought on by the loss of its main customer -- After describing the characteristics of the company under study and its current situation, a series of conceptual approaches are made, based on the bibliography of topics such as strategy, mission, vision and strategic planning -- Then, the three stages of the strategic direction process, such as analysis, strategic choice and implementation, are analyzed in depth, where, through analysis tools such as PESTEL, the five Porter forces, the DOFA matrix, the chain of value and the Ansoff matrix, the foundations will be left to begin the process of strategic development -- Following this analysis, all this conceptual framework was applied and will help to know in depth both the current situation of the company under study and its environment -- Finally, the strategy chosen for the period 2017-2020, at the corporate, competitive and functional level, is formulated, complemented by a series of specific and general objectives, an organizational structure and a balanced scorecard approach with eight indicators that will serve to measure the progress of the strategies and the overall performance of the organization -- The study does not go deep into the implementation stage, since it is not part of the scope