Plan de Mercadeo para la empresa e-Commerce 360

Abstract

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.