Diagnóstico estratégico e implementación de un plan de digitalización comercial de bajo costo para el fortalecimiento competitivo y la participación de mercado de la ferretería Construtodo en Guacarí, Valle del Cauca.

Abstract

CONSTRUTODO, a microenterprise with three years of operation in Guacarí, faces the challenge of managing its internal limitations and capitalizing on external factors to consolidate its competitive position and expand its market share by 2026. This occurs in a sector characterized by high rivalry, similar products, and low bargaining power with suppliers. The research was conducted using a mixed-methods approach, at a descriptive-propositive level, and with a cross-sectional design. Data was collected through a SERVPERF survey administered to 144 customers (non-probabilistic convenience sampling from a population of 230) and direct observation. This was complemented by the EFI, PESTEL, Porter's Five Forces, EFE, MPC, IE, and SWOT matrices (David, 2017). The findings revealed a moderately strong internal position (EFI = 2.61), based on personalized service and business acumen, in contrast to a weak external position (EFE = 2.08), placing the company in Quadrant V (Retain and Maintain) of the IE Matrix. The MPC revealed a competitive third place (2.80), below Ferretería Los Paisas GV S.A.S. (3.18) and Ferretería Froy (3.08), with the lack of a digital presence being a critical gap. Based on the SWOT analysis, a low-cost business digitization alternative was selected and implemented, executed without financial outlay, achieving positioning on Google Maps, along with the creation and redesign of social media profiles.