Estrategias de comercialización para impulsar las ventas corporativas para el sector de la construcción, de la empresa Kitton S.A.

Abstract

The research study entitled marketing strategies to boost corporate sales for the construction sector of the Kitton company, domiciled in the city of Guayaquil, was developed with the aim of developing strategies that promote new mechanisms to improve performance, both technical and economic of the analyzed company. For this, a methodology was developed, which belongs to the retrospective study method, because it was done during a period of 4 months for the period from May to September of the year 2022, in addition to this knowledge of administration and sale was used, and with the help of a survey service that was developed for Heads of acquisitions and purchasing managers of companies linked to the construction area. The market strategies and the critical points that were analyzed in the marketing area, gave rise to the generation of some elements that support the weaknesses that the company Kitton S.A. had. For this reason, once this study was launched, it was possible to prepare a cash flow for the next 5 years, which generated yields ranging from $733,200 to $772,076, generating an IRR of 47.68%, which is well above the IRR of the market, in addition, yields were generated both for the total investment by 54.7%, as well as for sales of 37%, for which the implementation of the marketing proposals for the analyzed company becomes feasible.