STRATEGIC ANALYSIS OF

THE PROMART COMPANY

MEMBERS:
 Cuneo Cordova Andy Imanol
 Chávez Céspedes Geraldini Meril
 Graus Juarez Matilde del Pilar
 Soplapuco Sánchez Francisca Marianela

COURSE:
Integrative Project: Situational Analysis and Business Diagnosis

TEACHER:
Juan Roberto Castillo Chumacero

CYCLE:
II

CHICLAYO – PERU
2020
 INDEX
I. Company Profile Analysis.....................................................................................................3
1.1 Brief historical review...................................................................................................3
1.2 Mission.........................................................................................................................3
1.3 Vision............................................................................................................................3
1.4 Type of Activity - ISIC Classification..............................................................................3
II. Market analysis:...................................................................................................................4
2.1 Segmentation...............................................................................................................4
2.2 Target market...............................................................................................................4
2.3 Identification of Competitors.......................................................................................5
2.4 Benchmarking...............................................................................................................5
III. Analysis of the Value Proposition:....................................................................................5
IV. Analysis of Marketing Strategies:.....................................................................................7
4.1 Portfolio or Portfolio.....................................................................................................7
4.2 Positioning....................................................................................................................8
V. STRATEGIC ANALYSIS............................................................................................................8
5.1 Supplier Evaluation.......................................................................................................8
5.2 Krajicek Portfolio Analysis............................................................................................9
5.3 Description of the purchasing process.........................................................................9
5.4 Type of purchases.......................................................................................................10
VI. References......................................................................................................................10

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 INTRODUCTION

The research shown below belongs to the study of the corporate identity of the
Promart company. It should be noted that the company is very important and
recognized nationally for its products. This study is carried out with the purpose
of knowing from its external and internal perspective, from its corporate origin,
in terms of the marketing carried out on its products, its visual identity. Likewise,
the corporate communication that it carries out successfully in its commercial
activity, which is given by its long permanence in the market with more than 8
years.

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 PROMART

I. Company Profile Analysis

I.1 Brief historical review
Promart Homecenter is a chain of home improvement stores that is part of the
Intercorp Group. It opened its first store in September 2011 in Chorrillos, after
which during this time it has expanded throughout Peru and currently has 25
stores. Promart was born from the need to provide better service in home
improvement stores because we know that one of the largest investments of
Peruvian families is their home. It seeks to provide you with the best expert
and friendly service, and accompany its clients on the path to building the
home they always dreamed of. It arrived in Huancayo in 2013, with an
innovation in the way of purchasing household items, meeting the needs of
building, maintaining, remodeling and decorating the home of the general
public and people specialized in this field. It is a company that contributes to
improving people's quality of life.

I.2 Mission
“To help our clients have their dream home with expert and friendly service
offering quality at the best prices.”

I.3 Vision
“To be the home improvement brand of choice for consumers to build,
remodel, maintain and decorate their home.”

I.4 Type of Activity - ISIC Classification

The type of activity of the Promart company according to the International

Uniform Industrial Classification (ISIC) is 4752, which indicates the retail sale
of hardware items, paints and glass products in specialized stores, in addition
to 4649 wholesale. of other household goods.

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Source: RUC file. [FIGURE]. Retrieved from https://e-consultaruc.sunat.gob.pe/cl-ti-

II. Market analysis:

II.1 Segmentation
The segmentation criteria that the company Promart takes into account are:
geographical, demographic, behavioral and psychographic, this will allow
Promart to have a target audience to which it will be directed to satisfy their
needs, thus allowing it to apply marketing strategies to each segment to
achieve the objectives established by the company.

 Geographic. - The consumers will be from all over Peru.

 Demographic. - According to the analysis, the consumers of the products

are between 25 and 40 years old, being women and men, with a
socioeconomic level A, B, C, D.

 Behavior. – The benefits that customers obtain when purchasing the

product are the quality and prestige backed by years of experience in the
market, in addition to the security in their transactions.

 Psychographics. – The products are aimed at people due to their

lifestyle, focusing exclusively on the home, who wish to have modern
spaces.

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 II.2 Target market

The target segment of the Promart company to which it is directed is for

mothers who are the ones who ultimately make the decision for household
purchases, who are between the ages of 25 to 40 years of age with a
socioeconomic level A, B, C and D.

II.3 Identification of Competitors

According to Porter's five forces model, Promart's direct competition is

Sodimac, Maestro and Cassinelli since they compete with the same products,
goods or services. They are in the same industry and compete for the market
in different aspects, which is why they can become a threat to each other. The
main need is to satisfy through different presentations or service schemes.

II.4 Benchmarking

The Promart company applies benchmarking in relation to its products and

services with other companies whose purpose is that once the information is
obtained, they can improve and implement it in such a way that the company
is an expert in the Retail sector, satisfying the needs of consumers. For this
reason, a comparison table with the Sodimac company is shown below.

PUNTOS CLAVE PROMART SODIMAC

1 PRECIOS Diversas categorias de precios Bajos
2 ATENCION AL CLIENTE Amables Poco Amables
3 PRODUCTO Calidad y Garantía Calidad
4 SERVICIO EXPERTO Buenos ya que tienen personal especializado No todos tienen conocimientos sobre los productos
5 ATENCION CALL CENTER Te dan la información adecuada de manera amable No siempre te brindan informacion
6 INFRAESTRUCTURA Ambientes amplios, modernos, ordenados e iluminados Ambientes amplios e iluminados
7 SEGURIDAD EN LAS TRANSACCIONES Despacho a domicilio, puntualidad Impuntualidad
8 HIGIENE, LIMPIEZA Y PROTOCOLOS BIOSEGURIDAD Cumple con todos los protocolos No cumple
9 PROMOCIONES-DESCUENTOS Tarjeta Oh Tarjeta Falabella
10 CANALES DE ATENCION Call Center, Facebook, Messenger y Whatsapp Call Center

Source: Promart/ Own elaboration.

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III. Analysis of the Value Proposition:

Product:

The PROMART company offers a wide variety of products for the home from
construction materials, finishes, living room and kitchen furniture and
everything you need to improve it.
They also offer high quality products which is the main basis they have to
create a good relationship with their customers.
PROMART's value proposition is to have attractive stores in the customer's
sight, providing them with quality products and customer service experience.

The fundamental factors that they have used as a strategy are:

 Your products: Quality products in accordance with what you want to do

in your home.
 Service: Friendly and expert service providing advice to obtain the best
results at home.
 The atmosphere: Attractive stores, made up of different areas according
to the materials and their use.

Price:

When Promart sets its prices, it does so through the

brand of the products and the different product lines it
offers, which allows it to have the best prices and
promotions. One of the alternatives is also the use of
the OH card, which gives the customer the product at
a lower price.

To set the price of PROMART products, it is based on

the value and cost of the product.

Promotions:

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 In order to increase sales, attract new customers, position itself in the
market, the company uses different strategies such as personal selling,
which is carried out in the same stores, where salespeople advise
customers about their products according to what they are looking
for for their home. They also carry out promotions through their website,
social networks and the OH Card.

IV. Analysis of Marketing Strategies:

IV.1 Portfolio or Portfolio
The interactive agency Inquba developed a novel digital campaign called
#Yoseloquetunecesitas for Promart Homecenter, which consists of a humorous
'virtual solver for home problems'. This 'solver' is hosted on the
yoseloquetunecesita website and invites the public to interact with different
solutions to everyday situations through pre-established categories.

Inquba was in charge of relating the proposed solutions to some product in the
store: glue, liquid soap, air extractor, among others.

It was in this way that he achieved the appropriate strategy: everyday situations
in categories such as love, beauty, family and work, to link them with the
product that the store sells. Each of them displays four to ten results.

The most solved problems are: 'I have more and more wrinkles', 'My skinny guy
is afraid of commitment', 'My boss stops me yelling', 'My children wake up very
late', among others. With this creative idea, Promart Homecenter aims to serve
its customers in a friendly and fun way.

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The social network Facebook was the means for Promart Homecenter to
disseminate all the images generated by the website, in this way the attention
and greater response of the target audience was aroused.

IV.2 Positioning

To date, the campaign reinforces its positioning with more than 80 thousand
users. I increased the effectiveness of customer service to 90% so that in this
way it has been possible to position itself with quality products in the
consumer's mind.

They have very important advances in sales and each day that passes also
gives us the opportunity to improve. From the first store they opened until now
they have renewed many products and created new brands.

They have an attractive store that provides the best service. They serve their
clients in the best way with their service that is called “expert and friendly.”

The results of most of the stores are a success, they are a company that has
only been 3 and a half years since they opened the first store and obviously the
first stores that are around 3 years of maturity sell more than the last ones that
have not yet completed one year.

They seek to convey with their campaigns always a touch of humor to also
entertain those who are watching the commercial. The main thing is to transmit
the good spirit of providing the best service to consumers and satisfying them to
their liking.

V. STRATEGIC ANALYSIS

V.1 Supplier Evaluation

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 Promart begins the acquisition of its products from different suppliers by
applying negotiation strategies, seeking product quality as its main objective,
making large volume agreements with foreign and national companies.

With the aim of competing with local suppliers and in a good way to adapt
and participate in the retail market, Promart has developed its own brands
with German and Brazilian suppliers, as well as concluded negotiations with
Asian suppliers to attract products with better prices, competitive and that at
the same time generate positive margins for the company.

V.2 Krajicek Portfolio Analysis

V.3 Description of the purchasing process

The purchasing department of the Promart company is responsible for receiving

orders from the various areas of the company. Therefore, it is important to
coordinate with the warehouse and detect the need for supplies or products to
purchase.

Once the needs have been detected, the search for Suppliers is carried out to
send a quote request.

The supplier establishes its prices and conditions and sends the quote to the
company. This department verifies the various quotes received and evaluates
the alternatives, making a decision: selects the supplier with the best proposal.

The purchase order is sent to the supplier.

The supplier receives the O/C and coordinates with the warehouse for Picking
(product selection process for packaging) and its loading in the Transport unit,
the driver confirms by signing a charge for the merchandise.

The supplier sends the transport unit with the merchandise and the following
documents: Invoice and Shipping Guide.

The transport unit enters the company's warehouse and the merchandise is
verified, together with the documents (according to the company's criteria or

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policy). Once it is in order, he signs the copies and is authorized to leave the
Transportation unit.

The warehouse communicates the existence of the products to the different

requesting areas of the company and delivers them through an Exit Note
(internal document).

V.4 Type of purchases

The type of purchases made by the Promart company are centralized purchases

VI. References

Aliaga, M. (11 de Noviembre de 2020). Analisis de Posicionamiento. Obtenido de

https://prezi.com/xcasavtscvmf/analisis-de-posicionamiento/

HOMECENTER, P. (11 de Noviembre de 2020). PROMART HOMECENTER. Obtenido de

https://www.promart.pe/inspiracion/galerias/foto?idgaleria=19&index=0

Perú Retail. (15 de Junio de 2015). Obtenido de

https://www.peru-retail.com/entrevista/queremos-llevar-promart-mayor-cantidad-
mercados-peru/

Samaniego, P. (1 de Diciembre de 2015). Promart y Sodimac. Obtenido de

https://prezi.com/v0q-0o4zequs/promart-y-sodimac/?fallback=1

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