ABSTRACT
Rodríguez and his team formulated a strategic plan in order to meet corporate objectives. In 2018 and 2019, this plan helped them to achieve commercial success in the sales of light vehicles, mainly Chinese brands. However, as vaccines began becoming available worldwide, an economic recovery in 2021 was expected. At the same time, governments began implementing plans to protect their citizens. In this context, DEPCO headquarters decided to focus on minimising the impact of the worldwide crisis and asked for measures aimed at recovering market share. Founded by the Del Río family in 1959, the DEPCO Corporation was created as the Chilean representative of Chrysler International. It oversaw the operations, importation, distribution, and marketing of that brand’s vehicles and, upon finding success in Chile, forged an alliance with the Japanese manufacturer Suzuki in 1990. The Automotive Division’s commercial team wanted to consolidate DEPCO’s expansion beyond strategic alliances and the loyalty programme.
