SWOT ANALYSIS
A DIAGNOSTIC TOOL IN THE STRATEGIC PLANNING PROCESS IN AGRIBUSINESSES
Keywords:
Strategic planning, SWOT analysis, StategyAbstract
The purpose of this paper is to highlight the importance of planning and the use of the SWOT diagnostic tool in the analysis of the environment to achieve competitiveness in small and medium-sized enterprises.
To meet this objective, a literature review was carried out, which allowed presenting the current situation faced by organizations and the importance of planning to be able to operate successfully in the dynamics of the environment. To introduce the topic, the term agribusiness is first defined and the different planning tools and techniques are presented, emphasizing their importance for the SWOT diagnosis, to evaluate the internal and external environment of the organization, since agribusinesses demand the identification of new opportunities that allow them to achieve profitability and be internationally competitive.
An example of a SWOT analysis of a dairy company is also presented, for which a matrix was prepared with the different scenarios that may arise when making a decision.
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