Diseño de estrategias de crecimiento para la empresa Construmarmol.

Abstract

The following research was carried out with the general objective of analyzing the current situation of the company Construmarmol and designing commercial strategies that would enable sustainable business growth over time. The methodology used in the research was the deductive method, with a mixed approach, whose scope was exploratory and descriptive, using a non-experimental, cross-sectional design. A survey was implemented to collect primary data, surveying 394 people from the canton of Guayaquil, and this was complemented with semi-structured interviews with company staff, as well as direct observation at the points of sale. A diagnosis of the company was carried out using tools such as SWOT analysis, Porter's Five Forces, and PEST analysis, revealing that Construmarmol does not have problems with product quality, pricing, or customer satisfaction, but rather with commercial reach, with data showing that 73.4% of the target market does not recognize the brand and only 4.6% have made a purchase from the company, despite the fact that 72.2% of its current customers would recommend it. Based on these findings, four strategies are proposed aimed at market penetration and development, prioritizing segmented digital promotion, a referral program, strengthening the price and warranty value proposition, and the implementation of a CRM system. Finally, the cost-benefit analysis confirmed that the proposals are financially viable, with a positive return on investment in all three scenarios evaluated.