Análisis DOFA en la empresa Recissbar para aumentar su competitividad
Resumen
Este estudio tiene como objetivo analizar los factores internos y externos en la empresa Recissbar con el fin de definir estrategias para aumentar su competitividad. Recissbar es una pequeña empresa ubicada en Bandung (Indonesia) que comercializa alimentos tradicionales de la cultura indonesia muy populares en la comunidad. Después de recopilar los datos primarios (a partir de una entrevista exhaustiva con el dueño de dicha empresa), se realizó un análisis de factores externos (EFAS por sus siglas en inglés) y de factores internos (IFAS por sus siglas en inglés). Una vez que se identificaron las fortalezas, debilidades, oportunidades y amenazas de la empresa y se estableció un sistema de calificación para separar aquellos ítems que requerían atención, se llevó a cabo un análisis mediante un gráfico DOFA para determinar la estrategia más adecuada a implementar en la empresa. Este estudio tiene un alcance descriptivo. De acuerdo con los resultados y los puntajes asignados a los factores externos e internos, una estrategia de crecimiento agresiva demostró ser la más adecuada. Además, el puntaje total de los factores de oportunidades y amenazas fue 2,5, lo que sugiere que Recissbar responde a las oportunidades existentes evitando las amenazas en el mismo mercado y tiene la posibilidad de continuar innovando. Por su parte, el puntaje total de los factores de fortalezas y debilidades fue de 2,6, lo que indica que Recissbar tiene la fortaleza de tener una buena reputación y un sabor delicioso en sus productos. En general, esta empresa podría implementar una estrategia orientada al crecimiento, particularmente promocionando sus productos en las redes sociales, cooperando con varios minimercados y realizando ventas B2B (de empresa a empresa) en línea.
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