Propuesta de estrategia comercial para incrementar el KPI correspondiente al Contilifecycle dentro de la red de distribuidores de Continental Tire Andina S.A y Renovallanta S.A.

Abstract

The company Continental Tire Andina promotes a the program ContiLifeCycle. This program is a process that takes a worn tire and, with different activities it restores its functionality. However, if we analyze the subsidiary’s KPI regarding the retreading of sold CVT tires from the brands Continental, General and, Barum the index is nearby 25% in relation to the gross new units sold. For that matter, the goal is that Renovallanta retreads at least the 75% of the sold tires of the holding, accomplishing the so called ContiLifeCycle. However, it is assumed that there is a leak in the program proposed by the company, which directly benefits the competitors. By means of this, a strategy was developed that focuses on the methodology of the balanced scored card. Thus, achieving the objectives regarding the recovery of tires that had been dispersed in the market. Through this proposal, it is expected to increase the general retreading KPI from 11% to 42%. Provided that the company meets all the actions showed in this balanced score card. Finally, the strategic proposal is aligned with the guidelines of the company. The strategy is divided in four perspectives, which include the possible projects and opportunities of strategic improvement that help to capture customers during the next four years. Knowing that there are distinguishing factors that will not allow the competitor enter aggressively to the market