“ANÁLISIS DE LA EVOLUCIÓN DEL SECTOR RETAIL EN EL ECUADOR, DURANTE EL PERIODO 2007 AL 2017”

Abstract

We will analyze how the retail sector faced the commercial and political dynamics of the last ten years and understanding the strategies were implemented and which ones were successful. One of the main strategies for this type of business is the good commercial positioning that each retail has in order to reach to the customers and try to build loyalty. We will focus the analysis to four biggest chains of the country, in their order: Corporación La Favorita, Corporación el Rosado, Almacenes TIA and Mega Santa María, which accumulate more than 90% of retail sales in our country. For this analysis we will use information from the annual income of the chains, information from specialized magazines, interviews with collaborators of the sector and also key people from the commercial area of the suppliers of the retail sector. Finally, we will use surveys to infer about the positioning of each chain and corroborate that it is aligned with the retail strategy. We can summarize that the sector had its peak in growth from 2010 to 2014, very aligned with the call "oil bonanza era" and the policy of the president of that time to invest many resources in infrastructure, injecting dollars economy. Additionally, the chains that executed higher growth than the others, were the ones that increased the number of points of sale more by thiers competitors. In detail: La Favorita Corporation and Almacenes TIA. Finally, through the surveys to the buyers of retail, we can infer that the positioning is closely related to the commercial strategy of each retail, creating loyalty to their commercial brands.