Ingeniería Industrial · 2020
Diseño de la estrategia de negocio para la venta virtual y distribución en una empresa comercializadora de productos para mascota en la ciudad de Bogotá D.C.
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Resumen
This work proposes a strategy that enables a pet food company to transition its business model from traditional brick-and-mortar sales to a virtual e-business model supported by an e-commerce platform. The organization now operates entirely through online channels. However, the company finds that direct communication is more cost-effective than a payment gateway. This work also develops a marketing strategy to reach and measure online behavior, as social media is a cost-effective way to reach the largest possible audience. Furthermore, a logistics strategy is defined, as the change in sales model necessitates adjustments and the creation of new processes to ensure customer satisfaction.