Análisis de factibilidad del fortalecimiento comercial de la pintura en polvo poliéster de aplicación electroestática de la empresa Pinturas S.A.

Abstract

Electrostatically applied polyester powder paint is emerging as a gaining alternative because it combines efficiency with sustainability and stands out for its strength and durability. In Ecuador, Pinturas S.A. has been experiencing significant growth and is currently positioned as the national market leader with a market share of 75%. Part of the market dominated by Pinturas S.A. is occupied by local Ecuadorian and Colombian companies that actively compete. These companies take advantage of logistical advantages that translate into lower costs and faster delivery times. The implementation of advanced management technologies and efficient logistics practices seeks to reduce costs and improve market responsiveness. The objective of this study was to analyze the feasibility of strengthening the commercialization of Pinturas S.A.'s electrostatically applied polyester powder paint to improve its market share in the 2024-2025 period. For this purpose, inductive research based on a case study methodology that combines qualitative and quantitative tools was used. It was found that Pinturas S.A. It has the capacity to maintain and even increase its leadership in the Ecuadorian market for electrostatically applied polyester powder paints if it adopts strategies that respond to current and future trends in the sector.