Diseño de estrategias de comercio electrónico para la empresa inmobiliaria Quinta 22 de la ciudad de Bucaramanga

Abstract

Electronic commerce today is one of the alternatives and strategies that companies adopt to achieve greater market share, providing an option for additional access to customers at the time of acquiring a good or service, achieving competitiveness against competitors with a proposal of unique value and difficult to imitate. La Quinta 22 Real Estate Agency presents a decrease in its sales due to the existence of competitors of tradition and trajectory that, in addition to their name and remembrance, are implementing differentiating strategies that allow greater participation in the market; For this reason, the Quinta 22 real estate agency has as its premise and objective to design e-commerce strategies, which allow to improve competitiveness and market positioning. To achieve the design of e-commerce strategies, trends in e-commerce were identified in the real estate business environment at an international, national and local level, a DOFA diagnosis was made on the marketing activities at the Quinta 22 Real Estate Agency, and the needs of the clients and e-commerce strategies were proposed according to the needs of the company once the internal and external diagnosis was determined, as well as the identification of the canvas business model and the strategic objectives. Finally, the formulation of the action plan begins with the determination of the strategic objectives that need to be put in place to boost the competitiveness of the company and maximize its profitability, therefore, it is recommended to implement it to achieve a differentiation from competitors providing a unique experience allowing to achieve a loyalty of each of the customers and owners.