RESUMEN: En este trabajo se ha realizado un análisis estratégico de la marca Adhorna perteneciente al Grupo Elecnor. Esta firma se dedica a la fabricación y venta de prefabricados de hormigón y poliéster destinados al sector de la construcción.
Por un lado, el análisis del entorno general externo realizado con el método PEST y del entorno específico realizado mediante el análisis de las cinco fuerzas de Porter, han permitido evidenciar una serie de oportunidades y amenazas que afectan a la empresa.
Por otro lado, el análisis interno de la empresa atiende al desglose de sus áreas funcionales siguiendo la cadena de valor. Con este análisis se han identificado las fortalezas que deberá mantener Adhorna y las debilidades que deberá corregir.
ABSTRACT: In this work, a strategic analysis of the brand Adhorna belonging to the Elecnor Group has been carried out. This firm is dedicated to the manufacture and sale of prefabricated concrete and polyester for the construction sector.
On the one hand, the analysis of the general external environment carried out with the PEST method and the specific environment carried out through the analysis of Porter's five forces have revealed a series of opportunities and threats that affect the company.
On the other hand, the internal analysis of the company attends to the breakdown of its functional areas following the value chain. This analysis has identified the strengths that Adhorna must maintain and the weaknesses that it will have to correct.
All this strategic analysis concludes with the presentation of a SWOT matrix and its corresponding action plan through the CAME matrix.
All this strategic analysis concludes with the presentation of a SWOT matrix that brings together the main weaknesses, threats, strengths and opportunities that the company will face.
