Resumen

CHAPARRO, Luis; SUAREZ, Madelein; GARCIA, Tonny  y  DURAN, Luis. Strategic Management Plan for Income-Producing Businesses at Public Universities: Case: REUNELLEZ. Revista Venezolana de Gerencia [online]. 2008, vol.13, n.41, pp.93-104. ISSN 1315-9984.

The grain processing company, REUNELLEZ-San Carlos, is an organization devoted to obtaining funds destined to overcome budgetary deficiencies at the Universidad Ezequiel Zamora by rendering services. During the last nine years, the organization has had a deficient cash flow as well as a lack of alternative businesses that affect its lucrative activities. A methodological structure was designed, based on the principles of Fred David (2005) and the perspectives of an integral scorecard to improve the organization’s profitability, supported by a strategic concept and an internal diagnostic, applying the FIM-Productivity instrument (2004). Results fulfilled 31% of the norm, indicating a deficient performance in internal evaluation. Regarding external factors, the organization’s fragile position was shown with a weighted total of 1.37 points. In strategy formulation, the results were four lines tending toward the concentric diversification of activities and product improvement focused on improving profitability.

Palabras clave : Strategic plan; income-producing business; Reunellez; FIM-Productivity; integral scorecard.