Estrategias para el desarrollo comercial del estudio radiológico "Rayo Dent" de la ciudad de Machala.

Abstract

The general objective of the study “Strategies for the commercial development of the radiological study ‘Rayo Dent’ in the city of Machala” is to determine commercial strategies to strengthen the competitiveness and growth of the radiological center. The research analyzes the internal and external environment of the company using tools such as SWOT analysis, PESTEL and Porter's five forces. The methodology adopted is qualitative in approach, with a non-experimental and cross-sectional design. Surveys and interviews were used to collect information from customers and employees, identifying strengths, weaknesses and opportunities of the business. The target population included recurrent patients and company staff. The main findings reveal that Rayo Dent has a good reputation and trust from its customers, but faces weaknesses in its marketing strategy and digital presence. As a result, the proposal includes the implementation of digital campaigns, staff training, diversification of services and strategic alliances. It is concluded that strategic planning is key to improving the company's position in the market. It is recommended to strengthen communication with customers, optimize administrative processes and expand the range of services to ensure sustainability and growth.