ANÁLISIS DE COMPETITIVIDAD: AUDIOAUTO S.A.

Abstract

In 2020 the global auto industry annual sales has been projected to increase to 120 million units, taking into account the current production requirements increasingly pointing to more and more vehicles with new combustion engines that are working with more and better efficiently and less fuel, and for cars that run on electric power and thus collaborate with the use of renewable technology. Nationally, according to information from (INEC, 2010), there are 29,068 establishments engaged in economic activities for the automotive trade, of which 70 % are establishment to perform maintenance and repair of vehicles, while 30 % remaining dedicated to the sale of parts, pieces and accessories. This paper analyzes the situation of the company AUDIOAUTO S.A., taking into account its current strategy and key competitive factors, indicators and strategic planning behavior, technology and innovation indicator to evaluate new product line that has decided to take over the last year.