Strategic planning for business strengthening: Case study of Ángeles Store in La Guajira

[e-2603]: https://doi.org/10.5281/zenodo.20360533

Abstract

Objective: This study analyzes the strategic planning of Ángeles Store as a resource to strengthen its business performance within the context of commercial MSMEs in La Guajira and identify the level of appropriation of strategic direction, SWOT analysis, and business strategies, and to assess their contribution to organizational strengthening. Methodology: a quantitative, descriptive, non-experimental, cross-sectional approach was adopted. Thirty employees participated by answering a five-point Likert questionnaire. The reliability of the instrument, estimated using Cronbach’s alpha, was 0.86, demonstrating high internal consistency. Results: the company shows recognizable strategic foundations, although their internalization remains partial. In strategic direction, positive responses predominate, but neutral evaluations persist, revealing incomplete appropriation of mission, vision, objectives, and policies. The SWOT analysis reflects an intermediate interpretation of the environment, with greater recognition of threats than clearly articulated strengths, opportunities, and weaknesses. In business strategies, a favorable trend is observed; however, irregular monitoring and limited evaluation reduce their impact on daily management. Conclusions/Contributions: Ángeles Store has valuable strategic foundations, but it requires stronger internal communication, socialization of strategic direction, periodic SWOT review, and the establishment of control indicators. Only then will it be possible to transform planning into a systematic, coherent, measurable, and results-oriented practice. This adjustment will promote alignment between diagnosis and action, strengthen decision-making, improve organizational coherence, and enhance local competitiveness through more participatory and continuous management in the medium term.