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    Formulación del proceso estratégico de la empresa Frudeco Group para el 2023
    (Universidad EAFIT, 2021) Mejía Aguas, Sebastián; Rivas Montoya, Luz María
    This work is based on the motivation to define the strategic direction of Frudeco Group’s company, given the situation facing the company and the great challenges that may arise in the near future. For this reason the main objective of this work is to formulate the strategy of the company Frudeco Group for 2023. For this, the EstraPyme methodology was applied, which consists of a methodological design that allows the internal elements of the organization to be analyzed in a coherent way with the conditions of the industry and the macro-environment, and the application of diagnostic tools in different phases that allow a comprehensive strategic diagnosis. The main results obtained were the formulation of the strategy for the company for the year 2023, identify the purpose of the company, its strategic position, recognize at what level the company was in front of the knowledge of the client, coherence of the business model, health financial, business knowledge and internal alignment; moreover, the Value Proposition Canvas and the Business Model Canvas.