Plan estratégico de marketing con inteligencia de mercado para fortalecer el posicionamiento de la nueva identidad de RCR Industrial Flooring en el mercado ecuatoriano.

Abstract

The objective of this study is to design a strategic marketing plan based on market intelligence to strengthen the positioning of RCR Industrial Flooring's new identity in the Ecuadorian market. Despite its international track record, the company has weak visibility and low recognition of its value proposition, which is backed by international certifications, technical support, and specialized engineering solutions. This situation is evident in low conversion rates in awarded projects and limited communication independence from the parent company. To address this issue, a mixed sequential explanatory research approach is proposed, integrating interviews with customers and experts in the construction sector with the analysis of CRM Dynamics 365 data, to identify perceptions, engagement patterns, and determining factors in purchasing decisions. The methodology will apply statistical techniques such as cluster analysis, logistic regression, cross tables, and chi-square, as well as strategic marketing tools, RFM segmentation, and Customer Journey Mapping. The results will be used to design a strategic plan that strengthens brand differentiation, improves commercial performance, and positions RCR Industrial Flooring as a dependable partner within the industrial sector.