Planteamiento estratégico de un ecosistema de e-commerce para la empresa Kodo Trade & Commerce

Abstract

This work consists of an internship report developed in the company Kodo Trade & Commerce. This organization is dedicated to the marketing of promotional and advertising material, and its sales have been significantly affected by the current economic environment resulting from the Covid-19 health crisis. economic environment resulting from the Covid-19 health crisis. In this context, e-commerce has been a channel that has shown outstanding growth, and constitutes a potential business model in which the company can enter. in which the company can venture, in order to overcome its current situation and project itself into the future. Based on this, the general objective of this work is to formulate a strategic approach for the potential the potential implementation of an e-commerce ecosystem for the company Kodo Trade & Commerce. As a theoretical basis, the concepts of e-commerce were used, organizational strategic diagnosis, Canvas method for the development of business models, and Key Performance Indicators KPI. Regarding the methodology, this work assumes a positivist-deductive approach. a positivist-deductive, cross-sectional approach. The company facilitated the consultation of primary sources sources, such as employee testimonials and financial and commercial reports from its archives. The PESTEL, SWOT and Canvas methodologies were applied, among other resources. resources. As a result, it was found in the diagnostic phase that the macro-environment does not show favorable conditions, especially in economic terms. Sales have been affected, sales have been affected, have behaved in an atypical way and there is evidence of a significant dependence on a specific majority client. The analysis carried out allows us to recommend the development of a strategy consisting in the opening of an online store. The analysis carried out allows us to recommend the development of a strategy consisting in the opening of a virtual store and a possible reduction in the client portfolio. As an action plan, an e-commerce business model aimed at the end customer is proposed, and the inherent measurement indicators are proposed. the measurement indicators inherent to a virtual store are proposed. To conclude, the importance of taking into account fortuitous importance of taking into account fortuitous situations such as the pandemic and it is suggested to turn efforts towards digital businesses. efforts towards digital businesses.