Diseño de una estrategia competitiva para Valla & Venga S.A.S, PYME generadora de tráfico y prestadora de servicios BTL

Abstract

The following document presents a review of the business model for “Valla & Venga S.A.S.”, proposing a new business strategy to have competitive advantages, using the Canvas model as a tool (Osterwalder & Pigneur, 2010), identifying, as well, the processes of the value chain of the company, defining the relation between them and the clients. Through qualitative research, we delved deeper into the jobs, the gains and the pains of the customers, which made possible the suggestion of a value proposition that relieves the pains and strengthens the gains, increasing the chances of success of the products offered by the company. Furthermore, a diagnosis of the external and internal environments of the company was developed through different methodologies. This allowed finding the organization's principal threats, opportunities, strengths and weaknesses, summarizing the key issues of the business environment and the strategic capacity of ‘Valla & Venga’, to be used as a starting point to evaluate future strategic choices. Finally, a new business model is proposed, providing managers with tools to support decision-making and guarantee the company’s success and permanence in the long term.