Organizational studies to improve business competitiveness in Bucaramanga

Abstract

The globalization of the markets of the industrial and service sectors has been of great importance at the international and national levels, as it contributes to economic growth, job creation and economic dynamism, this is why every time companies must adapt their processes, products to new market and consumer trends.  In the social sciences, Organizational Development (OD) is a field dedicated to understanding and facilitating the processes of change in organizations, as well as management and culture.  The following research aims to generate business strategies in some companies in Bucaramanga, to improve processes to make them more competitive, the research is exploratory, aimed at analyzing internal and external variables of 30 companies in Bucaramanga through DOFA analysis to generate strategies and make a proposal for improvement.  Three phases were carried out: the first phase, in which the diagnosis of internal and external factors was made to make a DOFA matrix, The second phase, Offensive, defensive, reorientation and survival strategies were determined and the third phase, corresponded to the proposal of improvement of the area of the company with greater problems. The results obtained were to improve in some companies’ strategic planning, implementation of marketing plan, use of a CRM tool to be able to retain and have an adequate and efficient after-sales service, proposal improvement of internal communication, training of collaborators, among others.