A New Stroke in the Market

Part of the strategy to capture a market niche has been to offer lower prices than the competition.

This corporation has 1800 stores in Mexico and 11 in Guatemala, the first country to which it expands its exclusive establishment operations.

Comex distributes around a thousand different products that include, not only paint, but also sealants, waterproofing agents, and acrylics.

Guatemalan investors have established distribution contracts with Comex, the Mexican company that is globally the second largest exclusive retailer, surpassed only by a north-american company that owns 2100 establishments around the planet.

In order to compete against companies that already have a large market share, Comex has several competitive advantages: low prices, quality, and warranty.

Another company strategy for market penetration is the human element, whose training and development is considered prioritary.

Comex is aiming to own, in a matter of two years, a portion of the market similar to that belonging to the four companies that now enjoy ownership of the country's whole paint market.