TY  - THES 
TI  - Plan de Mercadeo para la empresa  e-Commerce 360
PB  - Universidad Icesi
PY  - 2014
UR  - http://hdl.handle.net/10906/77087
AB  - The following thesis presents the development of a marketing plan for the company
e-Commerce 360. The proposed plan will make possible for the company to
provide its customers with an integrated offer of digital solutions of e-commerce
targeted to micro, small and medium size business in the region.
In chapter 4, a situation analysis based on the 5C's model (Costumer, Company,
Competition, Collaborators, Context) is developed and concludes with the design
of a SWOT matrix (strengths, weaknesses, opportunities, and threats).
In Chapter 5 the results of the market research are presented and analysed, whilst
in Chapter 7 the strategic theme is developed and the relevant variables taken into
account for the market segmentation, the target market and the positioning
statement are presented.
Lastly, Chapter 8 presents the marketing aims and objectives identified to achieve
a mixture of marketing models based on the Seven P Formula (Product, Price,
Place, Promotion, People, Process and Physical evidence). In addition a P&L
(Profit and Losses statement) and a timeline for the execution of the proposed marketing plan are presented.
KW  - Plan de mercadeo
KW  - Comercio electrónico
KW  - Mercadeo de servicios
KW  - Mipymes
KW  - Empresas
KW  - Negocios y management
KW  - Mercadeo
KW  - Business
KW  - Producción intelectual registrada - Universidad Icesi
KW  - Marketing plan
KW  - Electronic commerce
ER  -