Diseño de estrategias de expansión y comercialización para Water of Life en la industria ecuatoriana de tratamiento de agua.

Abstract

This research aims to design expansion and marketing strategies for Water of Life S.A., an Ecuadorian company that began operations in 2008 and is engaged in the design, marketing, installation, and maintenance of water treatment and purification systems, with the purpose of increasing its participation in the Ecuadorian bottled water industry. The identified problem is related to commercial coverage, digital presence, and access to new customers and markets, despite the company having experience, technical capabilities, technology, and a comprehensive offering. The research was conducted using a qualitative approach, with a descriptive-propositive scope and a non-experimental design. The sample consisted of four key participants: the Commercial Manager of Water of Life and three customers selected through judgment or convenience sampling. Data collection included interviews, document review, competitor analysis, and bibliographic review. For the diagnosis, tools such as PESTEL, Porter’s Five Forces, SWOT, IFE, EFE, IE, and the Ansoff Matrix were applied. The results show that Water of Life has technological and commercial strengths but presents weaknesses in commercial coverage and digital presence. The IFE Matrix obtained a score of 3.00, while the EFE Matrix obtained 2.95, placing the company in the “Grow and Build” quadrant. The Ansoff Matrix identified market development as the main strategy. Finally, five strategies are proposed: geographic expansion, B2B marketing, industrial maintenance, strategic alliances, and differentiation through added value. Growth indicators for customers, sales, maintenance, alliances, market share, and satisfaction are proposed to strengthen competitive positioning and promote sustainable growth.