Estrategias Competitivas para el Posicionamiento de la Empresa Rentic S.A.S en el Municipio de Quibdó

Abstract

The main objective of this consultancy is to analyze the competitive strategy for the positioning of the company Rentic S.A.S in the municipality of Quibdó. The methodology used in this study was based on a mixed approach, which combines quantitative and qualitative characteristics. The research design used was non-experimental, with a correlational and exploratory scope. To collect the necessary data, the survey was used as the main instrument, which was applied through a questionnaire that was administered to a sample of 382 clients and 10 employees of the company Rentic. The results obtained revealed that customers consider service quality as a key distinguishing factor for the organization. However, a lack of development of an advertising strategy and periodic research to improve customer needs and preferences was identified. In addition, it was observed that the employees are not familiar with the company's strategy and have limited knowledge about it. Regarding the positioning of the company in the market, it was identified at a medium level, which suggests that there are opportunities for improvement. At a lower impact level, it was found that it is necessary to improve the processes of the company's value chain activities and the importance of improving supplier management was noted. Finally, based on the results obtained, an alternative solution is proposed with the objective of successfully positioning the Rentic company. This alternative will be supported by a detailed intervention plan, which includes the proposal of a competitive strategy that strengthens the company's position in a solid and successful way in the local market.