Strategic Planning to Improve the Production Systems of an MSME: Case Study of a Toy Store

Competitiveness in the sales and services sector is becoming more and more intense. Therefore, the implementation of methodologies and strategies is necessary for the achievement of objectives, business growth, and the improvement of production systems. This article presents the performance of a strategic plan (SP) to identify the shortcomings of a company belonging to the MSME group. A toy store developing in Ecuadorian business is presented as a case study. The initial analysis uses tools such as the external PESTEL analysis, the Servqual model, and an analysis of current competitiveness. A new business model (Business Model Canvas) is defined to implement the plan, and strategic initiatives and projects are established. Since this study is projected for five years, experimental results are obtained for the first year, which shows a reduction in the gaps between customer expectations and the service offered. There is also evidence of minor quality mismatches in the Servqual model and a better competitive position than others. These objectives are related to increasing the company’s performance and combining quality, cost, and logistics on time. © 2024, The Author(s), under exclusive license to Springer Nature Switzerland AG.