Propuesta de un plan de direccionamiento estratégico aplicado a la fundación Tras La Perla de la América, ubicada en el Distrito de Santa Marta, Colombia
Thesis
Philanthropic organizations in Colombia represent an important force for social change. The so-called third sector of the economy or solidarity sector, which includes family and business foundations such as Tras la Perla de la América, in the Colombian Caribbean region, is not exempt from the challenges of maximizing its impact and the effectiveness of its actions to achieve its strategic and mission objectives. Eight years after the foundation Tras la Perla de la América, a social initiative of the Colombian artist Carlos Vives and his wife Claudia Elena Vásquez, was established, questions arise about how to face the growth of the organization and a profound reevaluation of its action model and strategic and operational objectives, in a scenario of constant change in the needs and expectations of its different stakeholders. This project proposes to accompany the organization in the design of a 2024-2027 strategic framework for which the Start with Why analytical approach and tools such as interviews, focus groups and the SWOT matrix was used to analyze the organizational strategy, as well as the opportunities and challenges on which to focus efforts and resources in the coming years. This work presents as main results the organizational analysis on which the following products were redefined: the organizational strategy of the foundation, the strategic framework 2024 and the roadmap of Tras la Perla de la América 2024 - 2027.
