Estrategias para el desarrollo comercial del almacén Patrikcars del cantón El Guabo.

Abstract

This research aims to establish commercial strategies to enhance the growth of "PatrikCars," an automotive and electrical spare parts store located in El Guabo. Over the past six months, the company has faced multiple challenges, including poor inventory management, frequent stock shortages of popular products, ineffective marketing strategies, limited digital presence, and the lack of structured commercial strategies. These issues have resulted in declining sales and reduced competitiveness in the local market. Through a comprehensive environmental analysis using strategic tools such as PESTEL, SWOT, and Porter’s Five Forces, key opportunities and threats for the company were identified. Additionally, surveys with customers and interviews with the store owner were conducted to assess service quality, product availability, and areas for business improvement. The findings highlighted the urgent need to implement effective commercial strategies, including inventory optimization, product diversification to meet the growing demand for Chinese vehicle spare parts, improved supplier selection, and the adoption of digital strategies to strengthen the company’s online presence and attract new customers.As an integrative proposal, a strategic plan was developed that includes the creation of a digital platform for product promotion and sales, the establishment of strategic alliances with mechanical workshops, the enhancement of customer service, and the implementation of attractive promotions to improve customer retention. The application of these strategies is expected to increase "PatrikCars’" competitiveness, boost sales, and solidify its position in the local market.