ESTRATEGIA DE EXPANSIÓN COMERCIAL MEDIANTE LA APERTURA DE UN PUNTO DE VENTA DIRECTO EN GUAYAQUIL: CASO ELECTROFERR

Abstract

This business case proposes a comprehensive strategy to address the limited digital presence and poor automation of commercial processes at the Ecuadorian company Electroferr, a company dedicated to the sale of electrical materials and lighting. Despite more than fourteen years in the market, the company has lost competitiveness compared to more digitalized competitors. The central proposal consists of the design and implementation of a commercial expansion plan that includes the opening of a physical point of sale in Guayaquil and, primarily, the development of an automated digital infrastructure. The priority solution is the execution of a fully automated digital plan, including a virtual store, multi-channel marketing, a chatbot, CRM, promotional campaigns for low-turnover products, and a KPI-based tracking system. This strategy seeks to improve brand visibility, optimize customer service, modernize sales channels, and increase sales volume, aligning with the growth of e-commerce in Ecuador. The document details a phased implementation plan, success indicators, risk analysis, competitor benchmarking, and a continuous evaluation framework. This will allow Electroferr to position itself as a modern, customer-focused company, adapted to the dynamics of today's digital environment.