Análisis estratégico para las empresas del sector comercializador de gas licuado de petróleo, ante el cambio de la matriz energética en el Ecuador

Abstract

This Master's thesis subject is proportional to the managers of the distributors of GLP, a model of strategic analysis to help deal with the changes that generates the implementation of the energy matrix, using effective tools to comply with the objective set by the sector. It starts with the description of the sector, emphasizing the marketing chain, products and / or services, color and brand of cylinder performing each of the distributors of GLP. A standard format based on strategic analysis methodology (Martinez & Milla, 2005) arises. This work is reflected in an action plan that resulted from implementing four strategic phases: a) Phase I: analysis of the environment; b) Phase II: Strategic diagnosis; c) Phase III: Election of the strategy; and, d) Phase IV: Implementation of the strategy. This model helps managers of the distributors to act with management measures to meet the needs of shareholders, customers and employees before the implementation of the energy matrix provided in the plan of Good Living in the strategy 6.7. The final part of this paper demonstrates the application of a simulation of the action plan for AUSTROGAS and LOJAGAS traders with information on the current state and in the first years of implementation of the energy matrix.