Alternativas de diversificación de oferta para una empresa de blindaje automotriz en la ciudad de Guayaquil

Abstract

BlinRep S.A.S. is a family business in Guayaquil whose economic activity is vehicle armoring, but since mid-2024, demand for this service has been falling sharply for various reasons, such as tax increases, operating costs, and the economic situation, which has slowed down many customers. Faced with this scenario, the partners saw the need to find another source of income and thought of automotive parts as a market that remains active because the vehicle fleet is growing and always needs maintenance. In this context, the business case analyzes this diversification decision based on a market study of 94 customers, the context of the automotive sector, and the opinion of the company's main stakeholders. Consequently, the work follows the dynamics of a methodology based on the Harvard Business Case, to present the problems, alternatives, and best option for the company to sustain itself and grow with this new line of business, determining its economic and operational viability. Key words: Business diversification, automotive parts, business plan, vehicle fleet, Guayaquil