Elaboración de un plan estratégico para el posicionamiento del nombre de la empresa constructora BALCOM Construcciones S.A. en la ciudad de Guayaquil.

Abstract

The present work of this research is to design a Strategic Plan for the positioning of the name of the construction company BALCOM Construction S.A. in the city of Guayaquil, due to its low participation in the local market. One of the biggest problems of BALCOM Construction S.A. it is not to have a planning or development of strategic marketing that allows you to obtain competitive advantages within the local market, consequently, its scarce positioning as a brand; in addition to the entry of new competitors as other external factors that affect the construction sector. The current situation of the construction company BALCOM Construction S.A. through the analysis of internal and external factors that affect the effective development of the company; In addition, a SWOT analysis was carried out to identify the strengths and weaknesses. With the research methodology applied in the project, the importance of enhancing the corporate image of the construction company BALCOM Construction S.A. in order to achieve the positioning of the brand in the market of the city of Guayaquil.