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Please use this identifier to cite or link to this item:
https://hdl.handle.net/20.500.11839/7187| Title: | Reestructuración comercial y administrativa de la empresa Datamarket Solutions S.A.S. |
| Other Titles: | Commercial and administrative restructuring of the company Datamarket Solutions S.A.S. |
| Authors: | Salazar Rios, María Alejandra |
| Thesis advisor: | Enciso Jaramillo, Jorge Humberto |
| License type: | Atribución – No comercial |
| Keywords: | Sector TIC;Marketing digital;Plataformas digitales;ICT Industry;Digital marketing;Digital platforms;Internet;Tesis y disertaciones académicas |
| Issue Date: | 3-Nov-2018 |
| Publisher: | Fundación Universidad de América |
| Resumen: | En el presente proyecto se realizó una reestructuración comercial y administrativa de la empresa DataMarket Solutions S.A.S., en ella se identificó la situación actual de la empresa a nivel interno y externo, mediante la implementación de herramientas como el PESTAL, las cinco fuerzas de Porter, la Matriz MEFE, MEFI y la matriz DOFA, las cuales permitieron reconocer cada una de las características propias del sector y establecer las estrategias a implementar por la empresa para poder disminuir sus debilidades y aprovechar sus fortalezas creando una ventaja competitiva que le permita crecer y posicionarse en el mercado. Posteriormente se realizó un estudio de mercados en donde se analizó a la plataforma digital de DataMarket Solutions, la Guía de Soluciones TIC, se identificó el mercado y el grupo objetivo al cual está dirigido. Del mismo modo, a través de encuestas a potenciales clientes se determinó el grado de aceptación de la plataforma en el mercado para finalmente, entender como es el funcionamiento de las 8ps de la plataforma y 4fs del marketing digital para de esta forma poder implementar estrategias de mercadeo que le permitan ganar posicionamiento y recordación en el mercado. Culminando, se realizó un estudio administrativo en el cual se analizó la planeación estratégica de la empresa y del mismo modo proponer la visión, misión, valores corporativos, estrategias e indicadores de desempeño que le aportan un mejor funcionamiento a la empresa. Por último, se analizan los cambios a través de la reestructuración y se propone un flujo de caja, el cual permitió evidenciar que este proyecto es viable y representa beneficios económicos para la empresa. |
| Abstract: | In the present project, a commercial and administrative restructuring of the company DataMarket Solutions S.A.S. was carried out, in which the current situation of the company was identified internally and externally, through the implementation of tools such as PESTAL, the five forces of Porter, the MEFE matrix, MEFI and the DOFA matrix, which allowed recognizing each of the characteristics of the sector and establishing the strategies to be implemented by the company in order to reduce its weaknesses and take advantage of its strengths, creating a competitive advantage that allows it to grow and position itself in the market. Afterwards, a market study was carried out where the DataMarket Solutions digital platform, the Guía de Soluciones TIC, was analyzed, the market and the target group to which it is directed was identified. In the same way, through surveys to potential clients, the degree of acceptance of the platform in the market was determined, finally, to understand how the 8ps of the platform and 4fs of digital marketing works in order to implement strategies for marketing that allow you to gain positioning and recall in the market. Culminating, an administrative study was carried out in which the strategic planning of the company was analyzed and in the same way to propose the vision, mission, corporate values, strategies and performance indicators that contribute to a better functioning of the company. Finally, the changes are analyzed through the restructuring and a cash flow is proposed, which showed that this project is viable and represents economic benefits for the company. |
| URI: | http://hdl.handle.net/20.500.11839/7187 |
| Citation: | APA 6th - Salazar Rios, M. A. (2018) Reestructuración comercial y administrativa de la empresa Datamarket Solutions S.A.S. (Trabajo de grado). Fundación Universidad de América. Retrieved from http://hdl.handle.net/20.500.11839/7187 |
| Appears in Collections: | Trabajos de grado - Ingeniería Industrial |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| 3121623-2018-2-II.pdf | 5.47 MB | Adobe PDF | View/Open |
