Diseño de un plan comercial electrónico para la empresa “Comercial Peña” del cantón Puebloviejo provincia de los Ríos

Abstract

The present degree work is about a design of an Electronic Business Plan for “Comercial Peña” from Puebloviejo cantón, Los Ríos province. It aims to propose a business solution to the dynamization and modernization of the market, through the use of technological and digital tools. To carry out the development of the degree work, a market study was carried out applying surveys in the population of the Puebloviejo canton of the province of Los Ríos, in order to know which are the digital sites with the highest frequency of the surveyed, on the other hand, a SWOT analysis of the company was carried out. It was possible to determine that the surveyed population shows a higher incidence of visiting social pages compared to the rest of the websites, in addition to the internal and external analysis of the company it was possible to evidence the inexistence of a Marketing department and a low presence of Commercial Peña in the digital media. It is concluded that currently the Comercial Peña company has not carried out electronic business plans due to the lack of a specialist in the marketing discipline. It is recommended to hire a publicist with experience in electronic commerce to help consolidate Comercial Peña company in the digital market. In addition, the functions must be perfectly established, likewise, the company must encourage the person in charge of the Marketing Department to maintain a constant update of knowledge in the field of digital tools and electronic commerce.