Desafiando el terreno: Destacando en el mercado de canteras en Daule

Abstract

CONDITION FOR PUBLICATION OF PROJECT. study addresses the issue of low competitiveness and positioning of a quarry located in the Daule canton, whose main activity is the production and commercialization of gravel, crushed stone, and sand. The objective is to analyze the causes of the quarry’s low market share, propose differentiating strategies, and establish guidelines to optimize commercial management. The hypothesis states that the application of strategic tools and technologies strengthens the competitiveness of the quarry, and it is justified by the need to ensure its permanence in the face of increasing formal and informal competition. For the development of the project, descriptive and analytical methods were applied, along with surveys of clients, interviews with executives, plant personnel, and representatives of the Daule community, in addition to the use of strategic matrices such as SWOT, EFE, and IFE. The results showed that the absence of innovation, limited investment in marketing, and the lack of a control system restricted the company’s positioning.In conclusion, a comprehensive strategic plan was developed, which includes the implementation of a CRM, the strengthening of marketing strategies, and the development of an order-tracking application—actions that improve customer relations and consolidate the quarry’s competitiveness. Keywords: Competitiveness, positioning, strategies, informal quarries, strategic plan