Diseño del sistema CRM (Customer Relationship Management) operativo por transaccionalidad para el canal de distribución de Rella Pharma Cía. Ltda. empresa de la ciudad de Cuenca, en el periodo comprendido entre 2022 - 2023

Abstract

This business model will contribute a greater knowledge and vision towards the pharmaceutical sector about the needs and requirements from a technology approach in digitization of activities and in automation of processes towards the relationship witch the customer in a sector with high levels of competitiveness. The objective of this project is to present to the Rella Pharma company a CRM operating system design for the channel of distribution, which is focused in the digitization of the company according to its role as intermediary agent, with the objective to develop a competitive advantage to sustain a strategic implementation of routes, coverage, offer and product demand, processes automation, bonuses and promotions and satisfaction level. The execution of the project star with a diagnosis of current situation of the company and of the sector in which it operates to determine the situation of its commercial activity and make the baseline to project development. Additionally, the diagnosis is complemented with the study of the current situation of information systems and market research, where in which they have been identified three principal actors, and it is allowing to determine scenario guidelines and proposal strategies. The project ends with business model design, with its action plan and financial economic analysis to know viability and profitability of system implementation, finally the project exposes possible risks and their mitigation measures.