bachelorThesis
Proyecto de distribución para The Box en Colombia
Autor
Campos Rojas, Marcos David
Fernández Patiño, Angie Catalina
Guevara González, Brenda Samantha
Institución
Resumen
This project presents the business proposal of The Box, a French company characterized by being disruptive, technological, sustainable, safe and of quality that offers a subscription service to smart boxes through the incorporation of new technologies, which are designed to innovate in the global E-commerce market and reduce its environmental impact while providing a new and improved delivery experience for end consumers of companies and/or enterprises that have digital sales channels and E-Commerce. This degree work unfolds the business idea developed for The Box in Bogotá, Colombia, a market where it is expected to be the leading distributor of smart packaging and with a view to expand nationally and new segments thanks to the implementation of sustainable and transparent practices in the supply chain of digital sales channels through the use of technology and innovation of Industry 4.0. Therefore, the following document aims to develop a project to apply concepts from the Advanced Business Management Program II course, which considers topics related to the presentation of the company, product description, organizational objective, analysis of the current market situation, analysis of the competition, analysis of the target audience, digital marketing strategy to be developed, schedule of activities, measurement of results through performance indicators and the design of the financial budget to develop the business of The Box in the Colombian market. 6 The business model contemplates different edges with the objective of developing this project, where it is proposed to carry out a new market development strategy to penetrate the Colombian market and, together with it, a market penetration strategy to promote the visualization of The Box in the city of Bogotá. Together, a series of digital strategies will be carried out to position the brand and have a greater outreach through the publication of digital content, so they will be executed through social networks such as Instagram, Facebook, TikTok, LinkedIn, website with blog posts and newsletter; podcasts published on Spotify; retargeting content; email marketing; text message; and, finally, advertisements. Considering what has been previously mentioned, the business idea is then unfolded through the development of the following stages: presentation of the company, analysis of the current situation, analysis of the competition, analysis of the target audience, digital marketing strategies, annual schedule of activities, measurement of results and, finally, the project budget.