Abstract
The objective of the research is to apply principles of strategic planning in a food company, with the purpose of making it more competitive. A SWOT analysis was used to have a context of the current situation, as well as a study of the forces of Michael Porter, through the application of the diamond of the five forces and the client's window was applied to determine the desires and requirements From the market. Applying the set of tools mentioned above will allow testing their effectiveness with a strategic planning approach, with the purpose of having methods that allow organizations to be more competitive.
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