Plan estratégico para fortalecer las ventas minoristas de una distribuidora de repuestos automotrices en Guayaquil

Abstract

This integrative project designs a strategic plan to strengthen the retail sales of the company "HK Repuestos" at its Guayaquil branch. Despite having a competitive advantage based on the direct import of original Hyundai and Kia spare parts, the branch operated under a predominantly wholesale (B2B) model with a high liquidity risk due to a heavy reliance on credit. Through a qualitative approach that integrated the Business Model Canvas (BMC), ethnographic observations in the "Calle Ayacucho" commercial cluster, and in-depth interviews, critical barriers were identified, such as low store visibility and logistical friction caused by the lack of parking. The proposal suggests a transition toward a hybrid model prioritizing omnichannel strategies, storefront reengineering, and payment facilitation through banking alliances. The results project a 20% increase in retail sales and optimization of cash flow, consolidating the company as a benchmark for technical specialization and consumer trust. Keywords: Strategic Plan, Automotive Sector, Business Model Canvas, Retail Sales, Omnichannel.