Universidad Católica Boliviana "San Pablo"

ABSTRACT In the present project, a strategic plan was developed for the differentiation of the Paolita Toy Store located in the city of Yacuiba. Juguetería Paolita is an importer, distributor and marketer of toys initially, but there were external factors that threatened the situation of the company so it had to differentiate and diversify, incorporating products such as pastries, kitchen items and cleaning items, in other words, household products. The work consists of the following chapters: the first chapter describes the background and objectives of the degree project, has identified and described the problem. In the second chapter, called the theoretical framework, different concepts have been developed to support the research and proposal made. There is a third chapter that consists of the development of research in which an analysis of the external environment, competitive and internal environment of the company was made, using tools such as: the P.E.S.T., the 5 forces of Porter, the value chain, these tools allowed to identify effective strategies to propose for the growth of the company. The fourth chapter is the proposal of the strategic plan for the company; it was identified that the company needs to restructure the jobs and add positions, which means that new areas of work must be opened. Together, objectives and strategies were set out, determining the way in which the company should be organized, the way to direct and control the company so that it can effectively reach or achieve the objectives set. There is a detailed budget that informs about the investment so that the differentiation project can be executed, which is Bs 569, 513.80. Finally, there is a fifth chapter describing the conclusion and a sixth chapter of recommendations after the entire evaluation has been carried out on the enterprise. .