Consulting report – MASEDI contratistas generales S.A.
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Date
2021-02-10
Journal Title
Journal ISSN
Volume Title
Publisher
Pontificia Universidad Católica del Perú
Abstract
MASEDI es una compañía de construcción peruana con más de 15 años en la
industria. La empresa comenzó enfocándose en el sector público; sin embargo, para poder
incrementar las ganancias y alcanzar sus ambiciosas metas, la compañía quiere expandir
sus operaciones en el sector privado. En el sector público, la construcción de marca es
irrelevante, puesto que los proyectos de construcción del gobierno se determinan por
factores de costo y tiempos de entrega. Por lo tanto, MASEDI actualmente se especializa en
construcción eficiente, abaratamiento de costos, relaciones fuertes con sus clientes y
rápidos tiempos de entrega. Por otro lado, en el sector privado la marca y reputación son
factores importantes de diferenciación entre los competidores al momento de licitar nuevos
proyectos.
MASEDI ha invertido en pequeños proyectos de marketing como el rediseño de su
logo, el lanzamiento de una página web o la implementación de redes sociales; no obstante,
la compañía carece de actividades de marketing con objetivos estratégicos como la
construcción de marca y la misión de crear una ventaja competitiva para poder
diferenciarse del resto de competidores. Después de revisar literatura académica sobre el
branding en compañías B2B, marketing en la industria de la construcción, gobernanza
corporativa, gestión de cambio y luego a un análisis profundo de la industria de
construcción peruana, los autores recomiendan una construcción de marca emocional y una
estrategia de responsabilidad social empresarial (RSE) con un enfoque en impacto social
como los drivers para el éxito de la empresa. Además, se recomienda a la compañía a
implementar un departamento a cargo de la gestión y monitoreo de los objetivos de
construcción de marca y posicionamiento de la ventaja competitiva.
MASEDI is a Peruvian construction company with more than 15 years in the industry. The company began focusing on the public sector, however, to increase profits and achieve its ambitious vision and goals, MASEDI wants to begin expanding its operations in the private sector. In the public sector, building brand recognition is not necessary, since determining factors for government construction projects are mainly cost and timing. This is why MASEDI currently focuses on efficient construction, strong relationships with buyers, and perfect timing. However, in the private sector branding and reputation are important factors for differentiation from competitors and acquiring new projects. MASEDI has invested in minor marketing projects such as a logo redesign, launching a website and social media; however, it lacks marketing activities and strategic objectives such as brand building and creating a competitive advantage to differentiate itself from the rest. After reviewing the literature on branding in B2B, and construction companies, corporate governance, change management, and summed with a deep analysis of the Peruvian construction sector, the authors recommend an emotional brand building and CSR with a focus in social impact as key success factor for MASEDI’s marketing strategy. It is recommended that the company professionalizes its marketing and sales management by implementing a department in charge of these roles, set long term goals for brand building and competitive advantages.
MASEDI is a Peruvian construction company with more than 15 years in the industry. The company began focusing on the public sector, however, to increase profits and achieve its ambitious vision and goals, MASEDI wants to begin expanding its operations in the private sector. In the public sector, building brand recognition is not necessary, since determining factors for government construction projects are mainly cost and timing. This is why MASEDI currently focuses on efficient construction, strong relationships with buyers, and perfect timing. However, in the private sector branding and reputation are important factors for differentiation from competitors and acquiring new projects. MASEDI has invested in minor marketing projects such as a logo redesign, launching a website and social media; however, it lacks marketing activities and strategic objectives such as brand building and creating a competitive advantage to differentiate itself from the rest. After reviewing the literature on branding in B2B, and construction companies, corporate governance, change management, and summed with a deep analysis of the Peruvian construction sector, the authors recommend an emotional brand building and CSR with a focus in social impact as key success factor for MASEDI’s marketing strategy. It is recommended that the company professionalizes its marketing and sales management by implementing a department in charge of these roles, set long term goals for brand building and competitive advantages.
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Keywords
Consultores de empresas, Industria de la construcción--Administración