Modelo de negocios para la creación de una empresa de servicios online que produce y vende regalos personalizados con entrega a domicilio en la ciudad de Cuenca

Abstract

This degree project presents the proposal of a business model for the creation of an online service company that produces and sells personalized gifts with home delivery in the city of Cuenca, in order to generate a competitive advantage by developing the Value offer of this ecommerce called Nunchi. It begins with an analysis of the macro and micro environment to know the advantages and disadvantages of the environment in which the company will operate, and then a strategic analysis was carried out based on the CANVAS methodology to define aspects related to the organizational philosophy that will set a course towards where to focus the efforts of this undertaking. Based on this, a market study was developed to find out the characteristics of supply and demand in the gift sector. Based on the results provided by this study, a marketing plan was developed with pertinent strategies to achieve the institution's objectives, accompanied by the production and human talent plan to properly manage the company's resources. Finally, an economic and financial analysis was carried out to determine the viability of the business and the recommendations corresponding to the result of this work were reflected.