Propuesta de innovación en modelo de negocio de distribuidoras de consumo masivo de la ciudad de Quevedo. Caso : aplicativo móvil.

Abstract

The research consisted of developing a business model of the mass consumption distributors through a mobile Application that provides specific services to retail stores, in which a business opportunity has been found. The planning and directing of the business model was analyzed through various processes and actions that encourage the adoption of a marketing Application for mass consumption products, an Application for mobile devices in the city of Quevedo. The proposal seeks to resolve the lack of sale of mass consumer products through a mobile Application in Quevedo. For this purpose, surveys were conducted for neighborhood stores in urban areas, with a population of 789 stores, while the semi-structured interview was aimed at five heads of sales of the companies: Devies, Disor, Diverflo, Univentas and Distribuidora " Jhon Espinoza "of products of massive consumption of Quevedo. The results show a potential demand to incorporate a mobile Application of supply purchases from a cell phone. With this background, a business model was developed that includes the proposition of value for the client, the formula for obtaining benefits, the key resources and capacities, the key processes, and concludes with a strategic proposal with the 4Ps. Through the proposed model, it will allow the companies supplying mass consumption products to get involved in mobile Applications for the orders of their products, reduce the delivery time and at the same time send direct advertising about promotions and offers.