Strategic Commercial Plan of a Company in the Cement Industry

Trillo-Espinoza V.M.; Ugarte-Concha A.R.; Lewis-Zúñiga P.F.; Camargo-Riega A.V.; Márquez-Tirado V.S.D. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2025) · DOI: 10.18687/leird2025.1.1.1064

Resumen

The objective of this research is to formulate a proposal for strategic commercial planning for a company in the cement industry. The method that was applied was descriptive, a survey was used as techniques and a Google Forms questionnaire was used as an instrument for operational staff in the sales area. In the first instance, an analysis of the problematic reality, the theoretical bases and objectives was carried out; The characteristics of the company are subsequently described; the micro environment, for which the empathy map, Porter's 5 forces, the value chain were designed; In the macro environment, the pestel matrix was designed, the competitive profile matrix, where it was detected that the company in the cement industry compared to its direct competition is in second place, with a weight of 3.25, leaving Unacen in first place, with a weight of 3:45, marking a difference of 6%; In customer-facing strategies, the IGOR ANSOF matrix, the marketing mix, the Buy Person and customer experience map were developed; A monthly budget of S/305,200.00 was made to implement the initiatives proposed in the BSC (Balanced Scorecard) balanced scorecard, to strengthen the sales force; control indicators (BSC) were formulated. Finally, the conclusions were drawn up and recommendations for the improvement plan were proposed. This article is divided into introduction, state of the art, objectives, materials and methods, methodology for implementation, discussion, conclusions, acknowledgments and references. © LEIRD 2025.All rights reserved.

Instituciones: Universidad Privada de Tacna; Universidad Católica de Santa María