Análisis de la propuesta de valor integral de la empresa Permonsa en su relación comercial con la fidelización del canal de distribución en Ecuador.

Abstract

At present, companies face great challenges in a globalized world where competitiveness is increasing, so they must continuously apply strategies to be able to respond to what the environment demands. According to the aforementioned, part of the strategies are based on what the company promises to the customer for using the service or product, known as the Value Proposition, which can directly affect its success or failure. The relationship that the company maintains with the distribution channels goes beyond the commercial relationship and is part of the growth of the organization. The general objective of this study is to analyze the relationship of the integral value proposition of PERMONSA S.A. with the loyalty of the distribution channel in Ecuador to generate and strengthen its long-term commercial relationship; The research is descriptive with a qualitative approach and an exploratory and field study is applied that has made it possible to gather all the necessary information, for which instruments such as the interview and the survey were used. Finally, the improved Comprehensive Value Proposal is presented to strengthen the commercial relationship with the company's distribution channel, in order to respond to the demands of the environment and be competitive in the market, said proposal amounts to a total budget of $ 80,800 for the implementation of the relationship marketing strategy considering a year of execution for it.