Insecurity and sales: impact on Holcim Cement, Quevedo

Abstract

Holcim, a global leader in the cement industry, has faced unexpected challenges in Quevedo during 2023. Despite its successful track record in Ecuador since 1974, a downward trend in sales has emerged, mainly attributed to increasing insecurity affecting daily life. The research focuses on exploring how insecurity affects Holcim's sales in Quevedo, a key city for the company. The methodology adopted is quantitative, seeking to accurately measure the perceptions of customers and merchants. Data collection is carried out using a statistical approach to objectively describe the reality of security and commercial activity in Quevedo. Preliminary results reveal a decrease in customer traffic, indicating that security concerns have affected visits to retail outlets. Night trade has experienced a significant reduction and distrust in construction sites has led to a drop in sales of cement and other materials. In addition, Holcim's reputation is negatively affected, leading to a loss of consumer confidence and loyalty. These findings underscore the complex interconnection between insecurity and Holcim's sales in Quevedo, pointing to the need for effective strategies to address the economic challenges arising from the current security crisis in Ecuador.