Business strategies implemented by the Family Company Siembras & Cosechas in order to fulfill customers’ needs, in the city of Estelí 2016-2017

Abstract

This article addresses the effects of business strategies as a franchise implemented by the Family Company Siembras & Cosechas in order to fulfill customers’ needs. A business strategy can be understood as the course of action or set of decisions which help the entrepreneurs in achieving specific business goals especially the related to the products and markets, profitability, size, level of innovation and its relations with its administrators, employees and certain external institutions. The importance of this research benefits the owners of Siembras & Cosechas, who will know the weaknesses of their company and if they have satisfactorily achieved their goals. This research is conducted under the quali-quantitative (Mixed) approach, because it analyzes the problematic about the business strategies used by the Company, surveys and interviews were applied to the clients of each branch of the city of Estelí, in order to analyze the behavior of the variables that influence customer satisfaction. The main result shows that the best strategy implemented by the company in order to expand and position itself in the market has been the franchises. Also, the products quality has allowed its customers to feel satisfied. This study proposes strategies that give opportunities for the company, which will help as a guide for the managers to make decisions aimed at improving the strategies they have implemented during the time of operation.