Examinando por Materia "Herramientas de análisis estratégico"

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    Estrategia para incentivar la participación de Conestec SAS en el mercado
    (Universidad EAFIT, 2019) González Franco, Mauricio; Gutiérrez Soto, Alejandra; Villegas Gómez, Juliana
    The purpose of this research work is to generate proposals that encourage the market participation of the construction company Conestec SAS, based on the analysis of factors that influence the decision making of buyers in the acquisition of new housing in Risaralda, and its interrelation with the internal evaluation and the environment of the organization, thus achieving a mixture of knowledge that benefits the company, the construction sector and the academy. First, a study was carried out through primary and secondary sources, starting with a review of the literature on the key concepts in researching: strategy, competitive advantages, strategic analysis tools, brand positioning, consumer behavior, purchase intention, and influencing factors in the home purchase decision. Subsequently, the analysis of the results obtained in the field work is carried out, through surveys applied to a sample of 96 people located in the department of Risaralda with strata greater than or equal to three, as well as an internal study and the environment of the company, through the SWOT matrix strategic analysis tools, PESTEL environment assessment, and Porter's five forces. Finally, a general analysis is made relating the results of the different sources of information, which shows the current situation of Conestec SAS, in relation to its environment and consumer behavior regarding with the issue of home purchase. The results showed that consumers' home purchase decisions vary according to intrinsic and extrinsic factors of the property, demographic such as marital status and age, as well as the composition of the family nucleus, all of which influence the preference of a decision over another at the time of purchase of a property in the department of Risaralda. Additionally, Conestec S.A.S has significant strengths through which it can meet the needs and expectations of the target market, considering its experience and trajectory in the construction of housing as an outstanding competitive advantage. According to the above, a strategy was designed to improve the organization’s market share of the, which was determined by analyzing the results of the sources of information used. Finally, this work is a source of information for future research, which allows strengthening the corporate strategies of companies, motivating the generation of competitive advantages to offer added value that encourages the development of companies in the construction sector.