ESCUELA INTERNACIONAL DE VERANO 2010 Internet herramienta para la Competitividad Empresarial
INTEGRANTES DEL EQUIPO DE TRABAJO Nº 9: DELIO ALFONSO BARRETO COD: 2220041003 GUILLERMO FERNANDO SUAREZ L COD: 2220041021
FACULTAD DE INGENIERIA PROGRAMA DE INGENIERIA DE SISTEMAS UNIVERSIDAD DE IBAGUE IBAGUE 2010
Universidad de Ibagué, Colombia, Escuela Internacional de verano Julio 2010 | Equipo Número 9:
Delio Alfonso Barreto, Guillermo Fernando Suárez L
1
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ESCUELA INTERNACIONAL DE VERANO 2010 Internet herramienta para la Competitividad Empresarial
PRESENTADO A: Dra. Dora González Báñales Ph.D Instituto Tecnológico De Durando México Dra. Helga Patricia Bermeo Andrade Ingeniera Industrial y Profesora Investigadora Universidad De Ibagué, Colombia
FACULTAD DE INGENIERIA PROGRAMA DE INGENIERIA DE SISTEMAS
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TABLA DE CONTENIDO
INTRODUCCION
1. ANALISIS COMPETITIVO 1.1. Descripción de la empresa seleccionada 1.2. Objetivo de la estrategia a proponer 1.3. 1.3. Análisis Estratégico y Competitivo 1.3.1. Análisis Foda 1.3.2. Análisis De Las Cinco Fuerzas Competitivas 1.3.3. Océano azul 2. DISEÑO DEL SITIO 2.1. Descripción Del Modelo De Negocio 2.2. E‐benchmarking. 2.2.1. Análisis Empresas competidoras 2.2.2. Anexos. 2.3. Propuesta de Diseño del sitio Web 2.3.1. 2.3.1. Objetivo del sitio 2.3.2. Nicho de mercado 2.3.3. Rediseño Del Sitio 2.3.4. Prototipo de baja fidelidad 2.4. Propuesta del sitio orientado a comercio electrónico
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3. MARKETING DIGITAL 3.1. Estrategias de Marketing Digital 3.2. Selección del proveedor de pago en linea li nea 3.3. Diagrama eFulfillment 3.4. Propuesta AdWords 3.5. Beneficios de la incorporación de redes sociales 3.6. Análisis Eric concretizado para caso Twitter, Facebook 3.7. Diseño de propuesta E-Mail Marketing Constant Contact
4. PRESUPUESTO DE LA PROPUESTA 4.1. Estimacion monetaria de la propuesta 4.1.1. 4.1.1. Hosting y dominio 4.1.2. Trabajo de diseño 4.1.3. 4.1.3. Traduccion 4.1.4. 4.1.4. Configuracion del sitio para pagos online 4.1.5. 4.1.5. Marketing Digital REFERENCIAS CONSULTADAS
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INTRODUCCION
En el siguiente documento plantearemos una propuesta la cual tiene como objetivo principal mostrar un mercado poco explorado en este país (Colombia), la que consiste en la venta y publicación de equinos y sus saltos. Para realizar el estudio de mercado online se tuvieron en cuenta una serie de técnicas vistas en el curso de verano (internet herramienta para la competitividad empresarial) dirigido por la Doctora DORA GONZALES del instituto técnico de Durango (México) y la Doctora Helga Bermeo de la Universidad de Ibagué(Colombia), quien se encargó de guiarnos para elaborar la propuesta que se encuentra en este documento.
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1. ANALISIS COMPETITIVO
1.1.
DESCRIPCION DE LA EMPRESA
EMPRESA SELECCIONADA: Publiequinos S.A.S
Publiequinos nace a comienzos del año 2009, con el único objetivo de realizar publicidad vía internet y a través de un sitio web, creado especialmente para ello. Los futuros clientes para aquel tiempo eran todas aquellas asociaciones equinas del país y empresas de alimentos para caballos.
La empresa contaba únicamente con 3 únicos socios, los cuales se repartían las labores entre sí, pues el presupuesto para ese año era escaso. Por otro lado una estrategia que se adoptó, para soportar el periodo de inicio empresarial, fue la de alquilar los equipos necesarios para realizar las pautas publicitarias y no la de adquirir deudas en corporaciones financieras. En cuanto a competencia, era escasa. Solamente se contaba con 2 empresas cuyo objetivo era muy similar al de publiequinos.
Para mediados del mismo año, el propósito de la empresa ya era otro. Luego de estudiar el entorno o mercado en el que se movía dicha empresa, se logró observar todo el potencial que había por explotar en este gremio de los caballos. Además ya la competencia involucraba nuevas maneras de atraer clientes.
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Por esos motivos, para finales del año 2009 la empresa ya se había orientado a realizar y ofrecer publicidad multimedia y divulgación de la misma, a través de métodos similares a los usados en televisión, pero a través de internet, como por ejemplo, transmisiones de eventos equinos en vivo y en directo, los cuales gustaban mucho a los visitantes del sitio en internet y por ende daban la oportunidad a nuestros clientes de vender más, por medio de nosotros. Fue asi como la empresa logro posicionarse como una de las mejores actualmente en el país y como una de las más representativas para el mundo. Publiequinos para el año 2010 está inscrita ante la cámara de comercio de ibague como una empresa de sociedad por acciones simplificada, con 2 únicos socios. La empresa actualmente genera 8 empleos directos, ente los cuales encontramos (Fotógrafos, camarógrafos, diseñadores web y locutores).
SERVICIOS QUE OFRECE Actualmente, la empresa se dedica a realizar mensualmente, transmisiones de los eventos equinos que se realicen en el país, además de realizar la pauta publicitaria de todo lo relacionado con el mundo equino (criaderos, medicina veterinaria, empresas de concentrados, elementos, personal, etc.). La empresa utiliza el sitio en internet como la principal herramienta de trabajo y de promoción de los productos o servicios de los clientes que pautan con publiequinos. De igual manera se utilizan métodos llamativos, que gusten gusten al futuro comprador de los productos o servicios que se ofrecen por medio de la
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PAQUETES PUBLICITARIOS Propuesta
Para aquellos Criaderos, Empresas y demás Personas interesadas hemos puesto a su disposición los siguientes planes publicitarios pensando en sus necesidades.
Plan A:
www.publiequinos.com ofrece el servicio de publicidad para un (1) Ejemplar de la siguiente manera:
1. Video Promocional del Ejemplar Ejemplar de 5 a 10 minutos minutos de duración, en el que se incluyen tomas de 2 hijos del ejemplar, Participación en Ferias. El video es totalmente editado y producido por publiequinos.com ajustado a las necesidades del cliente 2. Estudio fotográfico del ejemplar ejemplar a pautar. De ahí seleccionaremos seleccionaremos las mejores fotos para publicar, tanto en la página nuestra como en el CD que se le entrega al propietario del ejemplar. (5 fotos). 3. Información referente a la trayectoria en pista del ejemplar, premios premios y campeonatos, información de su ascendencia, médico veterinario,
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5. Un espacio publicitario (banner animado) animado) para el ejemplar ejemplar durante las transmisiones de ferias equinas en vivo que realiza www.publiequinos.com.. www.publiequinos.com 6. Pagina Web de su ejemplar DENTRO DENTRO DE NUESTRA WEB, con la información antes mencionada en los ítems 1 al 4.
VALOR DE LA PUBLICIDAD $ 3`000.000 (Incluye todos los costos) Duración de la Publicidad: 1 año
Plan B:
www.publiequinos.com ofrece el servicio de publicidad para un (1) Ejemplar de la siguiente manera:
1. Video Promocional del Ejemplar de 5 a 10 minutos de duración, en el
que se incluyen tomas de 2 hijos del ejemplar, Presentacion en ferias equinas. El video es totalmente editado y producido por publiequinos.com ajustado a las necesidades del cliente. 2. Estudio fotográfico del ejemplar a pautar. De ahí seleccionaremos las mejores fotos para publicar, tanto en la página nuestra como en el CD
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4. Animaciones y banners en las secciones más importantes de
publiequinos.com, como lo son FORO DE DISCUSIÓN, CHAT, PÁGINA publiequinos.com, PRINCIPAL E INTRO. 5. Un espacio publicitario (banner animado) para el ejemplar durante las transmisiones de ferias equinas en vivo que realiza www.publiequinos.com.. www.publiequinos.com 6. Página Web de su ejemplar DENTRO DE NUESTRA WEB, con la información antes mencionada en los ítems 1 al 4. 7. Distribución de Paquetes promociónales del ejemplar a pautar en las todas las Asociaciones Equinas de Colombia. Cada paquete corresponde a (1) Video promocional del caballo y 1 Plegable en Ventana de 6 páginas con imágenes e información del caballo. El objetivo es distribuir un total de 30 paquetes publicitarios por por asociación. EJEMPLO DE LA PUBLICIDAD
VALOR DE LA INVERSIÓN Anual por 1 ejemplar: $ 6´000.000 (Incluye todos los gastos) PLAN C:
Banners es las secciones más importantes de la página web, como foros
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1.2.
OBJETIVO DE LA ESTRATEGIA A PROPONER Publiequinos.com competitivas:
actualmente utiliza las siguientes estrategias
EXPLOTACION DE SECTORES AUN NO DESARROLLADOS
Definitivamente la Distribución de videos y afiches publicitarios en todo el país, en asociaciones equinas, criaderos y médicos veterinarios, ha sido hasta el momento la idea i dea que más impacto positivo a tenido durante los últimos meses. Así damos la oportunidad a nuestros clientes de poder dar a conocer sus ejemplares, productos o servicios en lugares donde antes no se conocían. Cabe resaltar que publiequinos es la única empresa que ofrece este valor agregado, pues esta estrategia aun no es utilizada por nuestros competidores.
Distribución de gorras, botones, Bolígrafos, camisetas y ponchos con la imagen de la empresa o criadero de nuestros clientes. ESTRATEGIAS A NIVEL DE PRECIOS VS PLANES OFRECIDOS
Publiequinos actualmente ofrece un precio estándar con relación a sus competidores, con una diferencia significativa: prestar un mejor servicio
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ESTRATEGIA DE CANAL DE COMUNICACIÓN Y MARKETING MARKETING
La empresa utiliza las ferias y exposiciones equinas como nuevos canales de marketing, pues es allí donde aumentan las posibilidades de venta debido a la gran asistencia de público. Envió de correos electrónicos por medio de la cuenta privada de la empresa, ofreciendo los diferentes planes publicitarios o simplemente informando sobre próximos eventos a realizarse. Llamadas telefónicas, ofreciendo las últimas promociones en planes publicitarios Intercambio publicitario en algunos eventos realizados por nuestros competidores. Desarrollo de eventos privados en los que se socializa con las personas y futuros clientes, visitantes y usuarios de la página.
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1.3.
ANÁLISIS ESTRATÉGICO Y COMPETITIVO DE LA EMPRESA SECTOR
1.3.1. ANALISIS FODA La empresa seleccionada para realizar el proyecto final tiene como nombre PUBLIEQUINOS. Una de las grandes fortalezas es ofrecer excelentes precios a sus clientes al momento de realizar una publicación de su equino, a su vez ofrece gran variedad de diseños con motivo de que sus clientes tengan diferentes opciones al momento de su edición. Una gran oportunidad de marcado es la ubicación de la empresa ya que las competencias directas se encuentran a ubicadas en Medellín y armenia, dando como ventaja poder posesionarse del mercado cercano tal como Neiva, Bogotá, Ibagué, entre otros aledaños. En cuanto a debilidades se encuentra la no popularización de la página como tal, por tanto su expansión no ha sido la deseada y por ultimo podemos tomar como amenaza la falta de equipos apropiados para el control de las actividades de la empresa ya que al tener poca calidad de tecnología son vulnerables al ataque
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también pueden tener una alta demanda en nuestro país ya que manejamos mucho la parte agrícola. - Nuevos Entrantes: En el futuro cabe la posibilidad de agregar productos tales como los aperos de equinos los cuales se venden en empresas de la competencia. - Competidores: En el país son muy pocos los competidores directos de la empresa, dando como valor agregado el amplio mercado que se tiene en estos momentos al no haber gran competencia esto facilita la labor de expansión hacia diferentes zonas del país, en especial la zona sur en donde no se encuentran registros de otras empresas dedicadas al comercio equino. * www.suscaballos.com * www.pasofinotv.com * www.elcaballocriollocolombiano.com
Teniendo en cuenta el Plan Nacional de Tecnologías de la Información y las Comunicaciones (TIC), podemos observar que al llevar al mercado un producto
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1.3.3. OCEANO AZUL ERIC = eliminar, reducir, r educir, incrementar, crear
Estrategias del océano azul. Como primer estrategia, la empresa Publiequinos logra que el mercado no solo sea a nivel nacional sino que también puede ofrecer productos a nivel internacional lo cual amplia la cantidad de posibles clientes potenciales, por otra parte puede ofrecer productos de excelente calidad a buenos precios que
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2. 2.1.
DISEÑO DEL SITIO
DESCRIPCION DEL MODELO DE NEGOCIOS
El modelo de negocio que maneja la empresa es C2C “cliente a cliente” puesto que pretende relacionar comercialmente el usuario final con otro usuario final. Una estrategia C2C para Internet sería aquélla que define un negocio cuyo objetivo es facilitar la comercialización de productos y/o servicios entre particulares, Publiequinos permite que usuarios publiciten y comercialicen sus equinos entre los mismos, logrando así que la pagina tome fuerza por medio del nivel de ejemplares que se estén publicitando.
2.2.
E BENCHMARKING.
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Empresa Extranjera: www.pasofinotv.com
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Empresa colombiana: www.suscaballos.com
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Empresa colombiana: www.estiloequino.com
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Un problema evidente en las redes sociales de esta empresa, es la falta de actualización constante de publicaciones. Caso suscaballos.com: Para el caso de suscaballos, encontramos que es la empresa que lidera el número de publicaciones diarias en el perfil de Facebook. La estrategia utilizada por ellos, es la de mantener al tanto a los visitantes y miembros del grupo de las ferias más importantes que se realizan en el país, llevándoles videos y resultados actualizados. Por otro lado, los miembros del grupo, opinan sobre dichas publicaciones en una forma sana y siempre enfocada a realizar comentarios que tengan que ver con el mundo de los caballos.
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una manera de ofertar ejemplares y permitirle a más de 1000 usuarios realizar negocios. LA EMPRESA Y EL ENFOQUE DE COMERCIO ELECTRONICO La empresa publiequinos, hasta hace algunos meses, se ha propuesto desarrollar un un enfoque enfoque de comercio comercio electrónico. Pues es evidente, la oportunidad de aventajarse un poco con respecto a las otras empresas, que aún no manejan este tipo de enfoque. El objetivo a corto plazo es el de rediseñar el sitio web, utilizando las diferentes herramientas que permiten dar a la empresa ese enfoque de comercio electrónico. Con el paso del tiempo, publiequinos ha logrado observar la necesidad de incorporar este tipo de enfoque, debido a la constante compra y
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2.3.2. NICHO DE MERCADO El nicho de mercado al cual está orientado la empresa, es el agrícola, más exactamente en la comercialización de equinos, productos pr oductos y elementos relacionados.
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De igual manera se realizó un estudio detallado de la competencia, Observando las características propias de cada sitio y tomándolas como ejemplo para mejorarlas o incorporar nuevas herramientas.
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2.3.4. PROTOTIPO DE BAJA BAJA FIDELIDAD
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MARKETING EN BUSCADORES Diversos estudios indican que actualmente los buscadores son la primera herramienta que utilizan primero los usuarios a la hora de buscar productos y servicios en internet. Por tanto esta debe ser una de las primeras opciones a considerar a la hora de desarrollar un plan de comunicación online. Se recomendaría utilizar buscadores tales como goolge, yahoo entre otros los
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Conversión
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3.2.
SELECCIÓN DEL PROVEEDOR DE PAGO EN LINEA
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bancario
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3.3.
Diagramación del proceso de eFulfillment
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Equipo de trabajo y Desarrolladores: Personal encargado de recibir la
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The world’s largest digital library
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
The world’s largest digital library
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
The world’s largest digital library
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
The world’s largest digital library
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.
The world’s largest digital library
Try Scribd FREE for 30 days to access over 125 million titles without ads or interruptions! Start Free Trial Cancel Anytime.