Modelo de negocios E-commerce como estrategia de ventas de la empresa “Calzado Ludwing Fer”. del cantón Ambato, provincia de Tungurahua

Abstract

The objective of this degree work was to develop a Business Model under the Lean Canvas E- commerce methodology for the company Calzado "Ludwing Fer" in Ambato canton, Tungurahua province, which was necessary due to the lack of marketing strategies, using technological tools, therefore it seeks the design of strategies that allow generating support for traditional sales and generating sales through the use of E-commerce as well as new concepts for the organization. The applied methodology for the present research was a mixed approach (quantitative and qualitative), the level of investigation was descriptive and explanatory; the research design was cross- sectional; the type was documentary and field; the applied method was inductive and deductive and finally the instruments were the interview and the survey. It was developed with 2 finite populations in the first one, the information about the company was collected, as well as the SWOT, to know the sales strategies and the sales processes, and in the second a market investigation was carried out to know the predisposition of the target population to make purchases through E-commerce. The proposal is made up of 9 modules: problem, customer segmentation, unique value proposition, solution, channels, revenue flow, cost structure, key metrics, and finally the advantage. To conclude, the implementation of the business model, allowed the capture of value, in addition to having positive profitability indicators for the implementation in the organization