Análisis estratégico de Marketing para el incremento de ventas y captación de nuevos clientes de la empresa ecuatoriana Megaestructuras S.A.

Abstract

This research project consists in the elaboration of a strategic marketing analysis to increase sales and attract new clients of the Ecuadorian company Megaestructuras S.A. A qualitative and quantitative approach was used to carry out the development of the study. In the first instance, an external analysis was carried out, followed by an internal analysis of the construction industry and industrial sector, with the aim of gaining a deeper understanding of the target market. To achieve this study, the general manager of the company Megaestructuras S. A. and most of the company’s clients were interviewed. It should be noted that through the use of strategies such as Foda analysis, Peyea matrix and 4P Marketing, it was possible to determine the action plan for the expansion of the company into a new market, in order to increase sales and customers. In addition, financial analysis and projections were generated. As a last resort, recommendations are presented that will help achieve the strategic objectives efficiently.