Estrategia de marketing para la introduccion del servicio de fabrica de software de Sysware S.A. en Guayaquil
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Fecha
2016
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Universidad de Guayaquil
Resumen
Este estudio se lo realizó netamente desde una perspectiva de marketing de servicios,
evitando introducirse a fondo en conceptos tecnológicos, por estar orientado a la introducción
de un Servicio de Fábrica de Software el cual está estrechamente ligado a la tecnología, se
mencionan y aclaran ciertos conceptos para su mejor entendimiento. El estudio se lo realiza
en el mercado objetivo conformado por los bancos domiciliados en la ciudad de Guayaquil,
por ser donde tiene sus oficinas en Ecuador la compañía Sysware y por la experiencia que
ésta ha obtenido en el desarrollo de software para el sector económico bancario. El estudio se
lo aborda analizando información tabulada que fue recopilada a través de encuestas y
entrevistas, las cuales estaban dirigidas a expertos dentro de las instituciones bancarias y
talento humano de Sysware, y orientadas en ámbitos de utilización de tecnología actual y
futura en el mercado objetivo, percepción de expertos sobre el servicio actual que se oferta en
el mercado en ámbitos de productividad y control, y en el talento humano con que cuenta
Sysware para ofrecer el servicio. El análisis de la información obtenida permitió establecer
una estrategia objetivo del estudio para la introducción del servicio a parte de determinar
ciertas tendencias dentro del mercado, lo que hace que este estudio represente un aporte
importante para empresas relacionadas con tecnología y otros sectores como educación e
industrias.
This study was purely made from a marketing perspective of services, avoiding getting into technological concepts, being oriented in the introduction of Service Software Factory which is closely linked to technology; they are mentioned and clarify certain concepts for better understanding. The study is performed in the market, where the purpose is shaped by domiciled banks in the city of Guayaquil, being where it has its offices in Ecuador the company Sysware and the experience it has gained in the development of software for the banking economic industry market. The study deals with analyzing tabulated information that was collected through surveys and interviews, which were aimed at experts in banking institutions and human talent of Sysware, and oriented in areas of use of current and future technology in the target market, perception of experts on the current service that is offered on the market in areas of productivity and control, and human talent available to offer Sysware the service. The analysis of the information obtained enabled a target strategy study for the introduction of the service besides of determining certain trends within the market, which makes this study represent an important contribution to technology-related companies and other sectors such as education and industries.
This study was purely made from a marketing perspective of services, avoiding getting into technological concepts, being oriented in the introduction of Service Software Factory which is closely linked to technology; they are mentioned and clarify certain concepts for better understanding. The study is performed in the market, where the purpose is shaped by domiciled banks in the city of Guayaquil, being where it has its offices in Ecuador the company Sysware and the experience it has gained in the development of software for the banking economic industry market. The study deals with analyzing tabulated information that was collected through surveys and interviews, which were aimed at experts in banking institutions and human talent of Sysware, and oriented in areas of use of current and future technology in the target market, perception of experts on the current service that is offered on the market in areas of productivity and control, and human talent available to offer Sysware the service. The analysis of the information obtained enabled a target strategy study for the introduction of the service besides of determining certain trends within the market, which makes this study represent an important contribution to technology-related companies and other sectors such as education and industries.
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Palabras clave
ESTRATEGIAS, MARKETING, SOFTWAERE