Propuesta de plan comercial para la captación de los clientes mayoristas de una empresa importadora

Abstract

The auto parts sector is a fundamental axis for mobility in Ecuador. This degree project proposes a commercial plan for the company FILSTAR, aimed at capturing wholesale customers in Guayaquil. The problem stems for the stagnation in new vehicle sales, which has not recovered to historical 2013 levels, contrasted with a vehicle fleet that has grown and aged, reaching nearly 3.1 million vehicles (AEADE, 2024). This has generated a brand diversification in the market, creating an opportunity for the “multi-brand” spare parts segment. Through a situational analysis, including PEST analysis, Porter’s Five Forces, and the Business Model Canvas, it was identified that the company’s current management is non-formal, limiting its ability to retain business customers. To address this problem, a Market Penetration Strategy was proposed, supported by portfolio simplification through the offer of “Maintenance Kits” and a channel-based pricing policy. The project 3-year financial evaluation demonstrates that inventory optimization and commercial formalization would allow FILSTAR to increase its market share and operating profitability against informal competition. Keywords: commercial plan, wholesale market, automotive filters, market penetration