Resumen

ZAMBRANO SANTOS, Zita Lucía et al. BANANA FLOUR UNDERTAKINGS IN MANABÍ: STRATEGIC DIAGNOSIS. Revista San Gregorio [online]. 2019, vol.1, n.29, pp.66-79. ISSN 2528-7907.

The growing need to undertake is correlated to the presence of opportunities that tend to be presented to support a business idea, either in monetary values or in academic supports to the management of entrepreneurship. In the province of Manabí, there is a large group of associated enterprises, which seeks to position themselves in the market, based on the Know How they have regarding the production of banana flour. The present study analyzes the reality of 6 plantain flour enterprises, located in four different cantons of the Manabí geography, whose purpose is to identify common problems and incorporate a solution to the needs of these businesses through the elaboration of strategic diagnosis, which allows to determine strategies adjusted to their internal and external contextual reality. As important findings, it could be determined that these organizations have the facilities, equipment and workforce ready to produce, however, their business focus is focused on the process of transforming the raw material into a finished product, but not in marketing it or in the management of its clients.

Palabras clave : Entrepreneurship; banana Flour; Associated Groups; Marketing; strategic Diagnosis; Ecuador.

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