Estrategia de posicionamiento de la empresa FAIRIS C.A., en el mercado de la construcción del Ecuador y su impacto en el nivel de ventas

Abstract

Recapitulating the different applications of safety glass in the construction industry, we can infer that great commercial potential it has and that, maybe, is not being sufficiently exploited. Construction is the great reference market to which the present work is oriented with the approach of a strategy of positioning, in fact, in the current circumstances, we could say that, it is the opportune moment to carry out the execution of said strategy, Due to the recent enactment of the Ecuadorian Construction Standard (January 2015), which establishes the mandatory use of safety glass in risk areas of architectural works. But it is not as simple as it seems, because the informality with which many of the players in this market operate, on many occasions, efforts to generalize the use of security glass are diluted amid tight budgets and offers Very varied, which disregard the safety criterion and put the saving criterion first. The dissemination and training of this new regulation, as part of an integral strategy, play a major role in this endeavor to achieve a brand positioning and gain participation in this very complex and competitive market. Of course, competing companies will be considering the same premises, so it will be momentous to generate a competitive advantage that consolidates FAIRIS in its well-earned, leading in the processed glass industry of Ecuador.