DISEÑO DE ESTRATEGIAS DE GESTIÓN COMERCIAL Y DIGITAL PARA EL POSICIONAMIENTO DE LA MARCA SEM EN EL SECTOR PÚBLICO FRENTE A CATERPILLAR

Abstract

This research aims to design commercial and digital management strategies to position the SEM brand within the Ecuadorian public sector, where it currently shows limited market presence compared to other brands in the IASA group, particularly Caterpillar. SEM, a brand operating in the heavy machinery segment, seeks to leverage its competitive pricing and product availability to gain greater participation in public procurement processes. The proposed strategies include implementing a robust and customizable CRM tailored to the specific needs of SEM and its main clients—government entities—ensuring complete traceability of the commercial process. Additionally, digital campaigns are suggested to enhance SEM’s visibility through value-driven content, aligned with a digital marketing strategy that improves corporate image and enables a better understanding of decision-makers, allowing for more precise advertising segmentation. Active participation in institutional fairs and ongoing training in negotiation and sales techniques for the commercial team are also recommended to strengthen internal capabilities. A cost-benefit analysis supports the feasibility of the proposed investment, estimating a positive return based on a projected sales increase of over 15% compared to the previous year. In conclusion, this study presents a viable strategic roadmap to enhance SEM’s competitive positioning in the public sector against well-established brands like Caterpillar.