“YEAR OF UNITY, PEACE AND DEVELOPMENT”

UNIVERSIDAD PRIVADA DEL

NORTE

ACTIVITY – EF

Course: ENGLISH FOR BUSINESS – 5210

Teacher: M. Sc. FRANKLIN MANUEL ACUÑA BARNUEVO

Date: 02/07/2023

FULL NAMES OF PARTICIPANTS (PARTICIPATED / NOT

PARTICIPATED):
Group 19

1. Jorge Tolentino July Nerly – N00378462 (PARTICIPATED)

2. Lopez Gamboa Kiefer Eusebio – N00346674 (PARTICIPATED)

3. Óscar Vicente Pérez Escriba - N00193564 (PARTICIPATED)

4. Varas Sánchez Magaly Sumilda -N00194199 (PARTICIPATED)

2023
 BUILDING MATERI ALS SALES COMPANY "ProConstruye"

ProConstruye is a company specialized in the sale and distribution of high-quality construction

materials. Our mission is to provide comprehensive solutions to builders, architects and
homeowners, offering reliable and durable products for their projects.

We stand out for offering a wide catalog of construction materials, which include everything from
cement, steel, bricks and blocks to finishes such as tiles, paints and fittings. We work with
renowned suppliers, carefully selecting products to ensure their quality and meet industry
standards.

At ProConstruye we strive to provide exceptional service to our clients. We have a team of trained
professionals who provide technical advice, helping clients select the most suitable materials for
their projects and ensuring that their needs are met efficiently.

In addition, we care about the environmental impact, which is why we offer a range of sustainable
and environmentally friendly materials. We promote responsible construction practices and
constantly seek new alternatives that contribute to the conservation of the environment.

In short, ProConstruye positions itself as a reliable company committed to quality, customer

service, and sustainability. Our goal is to be the trusted partner in the construction industry,
providing the best materials and solutions to make our clients' projects a reality.
MISSION

Provide superior quality construction materials and comprehensive solutions to our clients, in
order to contribute to the success and excellence of their construction projects.

VISION

To be recognized as leaders in the construction materials market, standing out for our quality,
innovation and commitment to customer satisfaction.

OBJECTIVES

 Guarantee the total satisfaction of our customers, offering high quality construction
materials and providing exceptional service.
 Maintain a wide variety of products in our catalog, constantly updating it to meet the
changing demands of the construction market.
 Establish strategic alliances with reliable suppliers and maintain solid relationships to
ensure the availability and constant quality of our materials.
 Promote sustainability and environmental responsibility by offering eco-friendly material
options and encouraging sustainable building practices.
 Continuously improve our internal processes to optimize efficiency and productivity in
inventory management, logistics and customer service.
 Expand our geographic presence, reaching new markets and strengthening our position as
leaders in the construction materials industry.
 Promote the development and professional growth of our team, providing training and
personal development opportunities to guarantee excellence in the service we offer.
MARKET RESEARCH

1. SWOT ANALYSIS

Strengths
- Wide range of high quality construccion materials.
- Team of trained professionals and industry.
- Excellent customer service and personalized.
- Strategic alliance with reliable suppliers.
- Focus on sustainability.
Weaknesses
- Write Possible dependece on key suppliers.
- Transportation and logistics costs can affect profit
margins.
- Need to keep up to date with the latest trends and
advances in building materials.
- Possible competition from more established
companies in the market.

SWOT
ANALYSIS
Threats
Opportunitites - Strong competition from other companies established
in the market.
- Growth of the construction industry and increased
demandfor high-quality materials. - Changes in the regulations and standards of the
construction industry.
- Possibility of expanding into new geographic markets.
- Fluctuations in the price of materials and
- Development of more sustainable and eco-friendly
extereconomic factors.
construction materials.
- Technological advances that could affect the demand
- Possibility of offering complementary services, such as for certain construction materials.
advice on construction projects.

2. PEST ANALYSIS
Political Factors:
 Government regulations and policies related to construction and construction
materials.
 Changes in tax policies that may affect costs and profit margins.
 Environmental regulations and sustainability requirements in the construction
industry.
Economic factors:
 Economic cycles and market conditions that can influence the demand for
construction materials.
 Interest rates and credit conditions that affect investment in construction projects.
 Fluctuations in material prices and production costs.
Social factors:
  Changes in consumer preferences and needs in terms of construction materials.
 Sustainable construction trends and demand for eco-friendly materials.
 Demographic changes and urbanization patterns that affect the demand for
housing and construction.
Technological Factors:
 Technological innovations in construction materials and construction methods.
 Use of digital tools and platforms in the construction industry.
 Advances in energy efficiency materials and techniques.
It is important to perform a PEST analysis regularly to stay abreast of changes in the
business environment and to adapt strategies and operations according to external factors
that may affect your building materials company.

PORTER ANALYSIS

- Rivalry between existing competitors:

This force assesses the level of competition among companies already established in the
construction materials market. Factors to consider include the number of competitors,
their size, market shares, product differentiation, production capacity, and pricing
strategies. The greater the rivalry, the more difficult it will be for your company to stand
out and maintain a competitive advantage.

- Threat of new entrants:

This strength refers to the possibility of new companies entering the construction
materials market. The threat depends on barriers to entry, such as access to capital,
economies of scale, regulations, patents, and customer loyalty to existing brands. If the
barriers are high, the threat of new entrants will be low.

- Threat of substitute products:

This force looks at the possibility that customers will turn to substitute products instead of
the building materials that your company offers. This includes alternative materials or
different construction solutions. The threat of substitute products depends on the
availability, quality, price, and profits of substitutes. The greater the threat, the more
important it is to differentiate your products and offer additional value to customers.
 - Bargaining power of suppliers:

This force examines the power that building materials suppliers have to influence the
prices, quality, and availability of products. If there are few dominant suppliers or if the
products are highly differentiated, the suppliers will have greater bargaining power. It is
important to build strong supplier relationships and diversify your sources of supply to
mitigate this power.

- Bargaining power of customers:

This force assesses the power that clients, such as builders, architects, or owners, have to
influence the prices, conditions, and terms of contracts. If customers are few in number or
buy in large volumes, they will have greater bargaining power. Understanding customer
needs and preferences, providing excellent service, and offering value is crucial to
maintaining customer loyalty.

Porter's Five Forces Analysis will help you understand the competitive dynamics of the building
materials industry and identify key opportunities and challenges. This will allow you to make
informed strategic decisions and develop strategies that help you maintain a competitive position
and achieve success in the marketplace.

MARKETING MIX

In addition to the traditional 4Ps, some experts also add additional elements to the marketing mix,
such as personnel (People) and processes (Process), especially in the case of service companies.

The marketing mix allows you to make strategic decisions about how to design, promote,
distribute, and price your products or services to achieve your business objectives and meet the
needs of your customers. It is important to adjust and adapt the marketing mix as market
conditions and customer preferences change.

- Product:

This variable refers to the products or services offered by the company. It includes aspects
such as design, quality, features, packaging, and variety of products. For your building
materials company, it is important to offer a wide range of high-quality products that meet
the needs and preferences of your customers.
 - Price:

Price is the monetary value that customers pay for products or services. It is important to
establish prices that are competitive, but also profitable for the company. You must
consider factors such as production costs, desired profit margins, market demand, and
competitor pricing strategies.

- Square (Distribution):

This variable refers to how products reach customers. For a building materials company,
this means selecting effective distribution channels, such as physical stores, online sales, or
wholesale distributors. It is also important to ensure efficient and timely distribution, and
to maintain strong relationships with distribution intermediaries.

- Promotion:

Promotion refers to communication activities used to publicize products and persuade

customers to buy them. This includes advertising strategies, public relations, personal
selling, and promotions. For your business, you might consider advertising in construction
industry magazines or websites, participating in trade shows, and offering discounts or
special promotions.

MARKETING STRATEGIES

- Market segmentation:
Identify the different customer segments in the construction market and focus your
marketing efforts on those segments that are most relevant to your business. Adapting
your messages and promotional actions to the specific needs of each segment will allow
you to achieve a greater impact.
- Product Differentiation:
Highlight the unique aspects and competitive advantages of your building materials
compared to competitors. It may be through innovative features, superior quality,
sustainability, or personalized service. Clearly communicate these differences in your
marketing messages to capture the attention of customers.
- Digital Marketing:
 Use online marketing strategies to expand your reach and attract a larger audience. Create
an attractive and functional website that shows your products and services, optimized for
search engines. Implement content marketing strategies, use social media to engage with
your audience, and consider online advertising to increase your visibility.
- Public Relations and Community Relations:
Actively participates in construction industry events, trade shows, and conferences to build
visibility and build business relationships. Also, consider sponsoring events or partnering
with local organizations to strengthen your brand image and demonstrate your
commitment to the community.
- Exceptional Customer Service:
Provide excellent customer service with every interaction. This includes responding quickly
to inquiries, offering expert technical advice, meeting delivery deadlines, and resolving any
issues efficiently. Exceptional customer service can build customer loyalty and promote
positive word of mouth.
- Customer Testimonials and Reviews:
Collect positive testimonials and reviews from satisfied customers and share them on your
website, social media, and promotional materials. Positive feedback from other customers
can build trust and credibility in your business.
- Strategic Alliances:
Consider establishing alliances with architects, builders and other professionals in the
construction industry. These associations can help you get referrals and recommendations,
as well as access new clients and projects.
CONCLUSIONS

- Know your target market: Understand the needs, preferences and characteristics of your
customers to adapt your products and services effectively. Segment your market and direct
your marketing efforts towards the most relevant segments.
- Differentiation and value proposition: Highlight the unique characteristics and competitive
advantages of your construction materials. Clearly communicate your value proposition
and the reasons why customers should choose you over the competition.
- Digital Marketing and Online Presence: Take advantage of digital marketing opportunities
to broaden your reach and engage a larger audience. Use strategies like SEO, content
marketing, and social media to increase your company's visibility and generate interest.
- Exceptional Customer Service: Quality customer service is critical to building strong
relationships with your customers. Provides expert advice, responds quickly and efficiently
to your inquiries and issues, and seeks to exceed your expectations with every interaction.
- Strategic alliances and business relationships: Establish alliances with construction industry
professionals to expand your network and access new clients and projects. Participate in
industry events and activities to build visibility and build lasting business relationships.
- Monitoring and adjusting: Remains attentive to changes in the market, the needs of clients
and the strategies of the competition. Regularly track your results and make necessary
adjustments to your marketing strategies to ensure the effectiveness and continued
success of your business.
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