Propuesta de modelo de negocio para incrementar las ventas de la compañía Aliboc.S.A utilizando estrategias de marketing digital.
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Fecha
2021
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Universidad de Guayaquil, Facultad de Ciencias Administrativas
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En el Ecuador, la emergencia sanitaria por el covid-19 y la crisis económica alteró los planes de inversión y la planificación de obras. Actualmente, se han reactivado las inversiones del sector público relacionadas con agua potable y alcantarillado sanitario. Por lo tanto, uno de los retos actuales profesionales de la construcción es identificar las oportunidades de negocios y analizar las nuevas necesidades de los usuarios en el entorno dinámico. Es necesario examinar las estrategias de marketing que se han utilizado para llegar a los clientes. La presente investigación tuvo como finalidad desarrollar una propuesta de modelo de negocio utilizando estrategias de marketing digital para incrementar las ventas de la compañía Aliboc S.A. que se dedica a la fabricación de tubería de hormigón simple y hormigón armado para obras de infraestructura de drenaje sanitario, pluvial y alcantarillado. Se realizó una investigación descriptiva y la recolección de información fue a través de encuestas a clientes, entrevista a funcionario de la empresa y una guía de observación para analizar factores relacionados con el posicionamiento de la marca, estrategia de marketing y gestión de ventas. Se identificó que la empresa no cuenta con una identidad corporativa unificada. Se incluye una propuesta de identidad corporativa estandarizada, actualización sitios web y plataformas digitales, realizar alianzas estratégicas para posicionar a la empresa y ofrecer conferencias en la web.
In Ecuador, the health emergency from covid-19 and the economic crisis reformed investment plans and construction planning. Public sector investments related to drinking water and sanitary sewerage have now been revived. Therefore, one of the current professional construction challenges is to identify business opportunities and analyze new user needs in the dynamic environment. It is necessary to examine the marketing strategies that have been used to reach customers. The purpose of this research was to develop a business model proposal using digital marketing strategies to increase sales of the company Aliboc S.A. which is engaged in the manufacture of single concrete pipe and reinforced concrete for works of sanitary drainage, rainwater, and sewerage infrastructure. Descriptive research was conducted, and information collection was through customer surveys, interview with company official and an observation guide to analyze factors related to brand positioning, marketing strategy and sales management. It was identified that the company does not have a unified corporate identity. It includes a standardized corporate identity proposition, updating websites and digital platforms, making strategic alliances to position the company, and offering web conferences.
In Ecuador, the health emergency from covid-19 and the economic crisis reformed investment plans and construction planning. Public sector investments related to drinking water and sanitary sewerage have now been revived. Therefore, one of the current professional construction challenges is to identify business opportunities and analyze new user needs in the dynamic environment. It is necessary to examine the marketing strategies that have been used to reach customers. The purpose of this research was to develop a business model proposal using digital marketing strategies to increase sales of the company Aliboc S.A. which is engaged in the manufacture of single concrete pipe and reinforced concrete for works of sanitary drainage, rainwater, and sewerage infrastructure. Descriptive research was conducted, and information collection was through customer surveys, interview with company official and an observation guide to analyze factors related to brand positioning, marketing strategy and sales management. It was identified that the company does not have a unified corporate identity. It includes a standardized corporate identity proposition, updating websites and digital platforms, making strategic alliances to position the company, and offering web conferences.
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MARKETING DIGITAL, MODELO DE NEGOCIO, TUBERÍA DE HORMIGÓN