Modelo de negocio basado en el comercio electrónico para el sector de panaderías de la provincia de Tungurahua

Abstract

The Royal bakery is a company dedicated to the production and marketing of bakery products with the highest quality and rigorous production standards, which is located in the city of Ambato, Tungurahua province, Avenida Manuelita Sáenz and Abelardo López de Ayala, is running for 28 years. The company was created with the vision of giving the best customer service and attention, as well as providing high quality products. In addition to this it is necessary to emphasize that at the moment there is a great variety in types of bread, for example: covered bread, water bread, milk bread, traps, wholemeal bread, sweet bread, among others. It is a company that is not only conservative with its product and presentation, but also keeps its staff updated so that it is ready to face new challenges in relation to the baking sector. The present investigation was carried out in order to implement new communication strategies based on electronic commerce, in order to retain current and potential customers, in order to position the company’s brand. The data obtained through research, obtained through the application of a survey to customers, as well as a comprehensive strategic analysis and the development of the Business Model Canvas methodology, which show that it is important to retain the customer, in order to establish a sustained growth of sales and the positioning of the brand. For the proposal it was identified that means of promotion and publicity should be designed, through the creation of a Fanpage, Twitter channel, YouTube channel and a Web page of the Royal Bakery, this will be directed to current and potential customers.