Propuesta de modelo de negocio para fortalecer el posicionamiento de la Empresa Sociedad Difusora del Libro SODILIBRO Cía. Ltda. en el mercado cuencano para el periodo 2021-2025

Abstract

The objective of this research work is to provide a business model based on the use of administrative sciences to strengthen the positioning of the Sociedad Difusora del Libro SODILIBRO Cía. Ltda. company, through a systematic review of influential variables at internal and external level by means of a survey with quantitative and qualitative methodology on a sample of the city of Cuenca. The analysis allows establishing strategies aimed at optimizing the use of resources, through an adequate marketing management, internal processes and their continuous improvement. This business model is especially relevant because constitutes a basis for consultation and learning that can strengthen the structure of companies whose line of business is cultural and artistic dissemination activities. The proposal is developed under the CANVAS model, the Marketing Plan, Strategic Plan, Balance Scorecard and a Financial viability analysis.