Citas bibligráficas
Friedinger, A., Henschel, J., Noriega, A., Loayza, M. (2021). Consulting report – MASEDI contratistas generales S.A. [Pontificia Universidad Católica del Perú]. http://hdl.handle.net/20.500.12404/18190
Friedinger, A., Henschel, J., Noriega, A., Loayza, M. Consulting report – MASEDI contratistas generales S.A. []. PE: Pontificia Universidad Católica del Perú; 2021. http://hdl.handle.net/20.500.12404/18190
@mastersthesis{renati/532506,
title = "Consulting report – MASEDI contratistas generales S.A.",
author = "Loayza Vargas, Miguel Alejandro",
publisher = "Pontificia Universidad Católica del Perú",
year = "2021"
}
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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