Propuesta estratégica de ampliación de los canales de distribución DIACELEC S.A.

 

Authors

Uribe, Zulema

Format

BachelorThesis

Status

publishedVersion

Description

The object of this study is to realize a Strategic Project for the DIACELEC S.A. Company, which will allow them to expand their distribution channels with the hope of incrementing their market participation and financial benefits. DIACELEC S.A. is a distributor of construction material for large construction companies around the country. They concentrate on distributing cement, wire, and steel rods. As a result of these efforts, the small and medium sized companies are not being covered. The company is aware of this issue and has tried to expand their market coverage, which will allow them to capture these markets currently being covered by other manufacturers and distributors. The performed a market analysis study to understand the strengths and weaknesses of their competitors and as a result of that effort they found that in order to increment their market share in the small and medium sized companies they needed to realize a strategic alliance with a Credit Union. They chose one called COOPROGRESO. This alliance will enable them to give credit to the customers of DIACELEC. Both companies integrated their credit and sales processes. This effort enables DIACELEC to increase their sales volume and the Credit Union to increase their participation in markets with low financial risks. The present study took into consideration DIACELEC´s sales growth in the past five years, to which I added the current market analysis. This enabled me to develop strategies and a marketing and sales plan. Key characteristics of the plan is to orient the company to small and medium sized construction projects as well as the marketing to small distribution stores. Additionally I have included a Publicity Campaign where the alliance with the COOPROGRESO Credit Union is highlighted throughout flyers, street signs, and direct sales, oriented toward potential buyers. Also I have included other strategies to achieve the market positioning objectives. All this information should show you a project that is achievable. I have laid out the strategies that will enable DIACELEC S.A. to obtain its financial objectives, as well as contribute to the development of the Construction sector.
El objetivo del presente estudio ha sido realizar una propuesta estratégica para la empresa DIACELEC S.A. la cual permitirá expandir sus canales de distribución y con ello incrementar su participación en el mercado con los correspondientes beneficios financieros a la misma. DIACELEC es una empresa distribuidora de material para la construcción orientada a comercializar principalmente alambre, malla, cemento y varilla a grandes construcciones del país, dejando de lado a los pequeños y medianos comerciantes. Esta compañía ha buscado expandir su cobertura de mercado mediante estrategias que le permitan diferenciarse de algunos tipos de competidores como son fábricas u otros distribuidores mayoristas actualmente con mayor posicionamiento. De esta manera luego de realizar un estudio del mercado, además de observar las fortalezas y debilidades de los competidores, la empresa ha considerado como principal estrategia para incrementar sus canales de distribución, el realizar una alianza estratégica con la Cooperativa de Ahorro y Crédito COOPROGRESO, misma que permitirá otorgar créditos a los comerciantes que adquieren de los productos que maneja DIACELEC de manera integrada entre ambas empresas, logrando así incrementar la capacidad de compra de los pequeños y medianos comerciantes, beneficiando las ventas a DIACELEC y a la vez por parte de la cooperativa incrementar un nicho más de un mercado, con bajos niveles de riesgo. De esta manera el presente estudio parte de un análisis histórico de crecimiento de los últimos cinco años de las ventas de la empresa, integrando el correspondiente análisis del mercado, para llegar a las estrategias señaladas y sustentando un plan de marketing y ventas, dentro del que se propone entre otros, orientarse a proyectos de construcción y ferreterías, sin dejar de lado los proyectos macro que desarrolla el país.

Publication Year

2011

Language

esp

Topic

Planificación estratégica
Canales de comercialización
CIENCIAS SOCIALES

Repository

Repositorio Universidad San Francisco de Quito

Get full text

http://repositorio.usfq.edu.ec/handle/23000/1488

Rights

openAccess

License

http://creativecommons.org/licenses/by-nc-sa/3.0/ec/