Alternativas de mejora en productos inmobiliarios del cantón Daule desde un enfoque de generación de valor para la fijación de precios

Abstract

The present business case aims to determine the most effective alternative to increase the value of real estate assets in the Daule canton through a financial and strategic analysis based on the Harvard methodology. The study, developed in collaboration with La Compañía, evaluated three options focused on enhancing perceived value, improving profitability, and strengthening the competitive position of housing projects. The results identified that strengthening security is the most decisive attribute for generating buyer confidence, improving the project’s reputation, and achieving market differentiation. The proposal includes a gradual implementation plan supported by a risk matrix to ensure sustainability and operational efficiency. The financial analysis showed a profitability rate higher than the weighted average cost of capital (WACC), confirming the economic feasibility of the initiative. Overall, the proposal enhances the value of real estate assets and consolidates a management model centered on value creation, innovation, and customer satisfaction. Key Words: Perceived value, property attributes, real estate innovation, security, pricing.