Modelo de negocio mediante la aplicación de las 4f´s del marketing digital en el sector maderero de la provincia de Tungurahua

Abstract

The association of furniture makers Huambaló Centro Artesanal "CENARHU" is dedicated to the production and commercialization of wooden furniture with functional characteristics and attractive designs, of high quality and at competitive prices, using technology and modern and safe manufacturing systems. The present research work has the main objective of developing a business model based on the 4f’s of digital marketing for the recruitment and loyalty of customers in the wood sector of the Pelileo canton. To this end, the Business Model Canvas methodology was applied, which is composed of nine detailed blocks as follows: market segments, value propositions, channels, relationships with customers, sources of income, key resources, key activities, key partnerships, and cost structure. As well as the strategic foresight methodology Mic-Mac, in order to establish key variables, influence, autonomous, dependent and regulatory. As well as based on a culitative and quantitative research approach. The result achieved is detailed in the figure 22, which is where the business model based on the 4f’s of digital marketing is presented, which is composed of three important components: strategic diagnosis that provides highly information relevant to establish the reality of the company and its environment, the Mic-Mac analysis, which generates a high analysis of the success factors of the company in order to build the future idea for the organization and the application of the Business methodology Model Canvas, which achieves a great value contribution to the good or service.