Plan estratégico aplicando el modelo de las 3C’s como guía competitiva para la transformación digital basada en cloud computing de las MIPYMES de la ciudad de Azogues

Abstract

Introduction: MiPymes in the city of Azogues have become the greatest generators of employment and productivity thanks to the entrepreneurship of many people who with a small investment. They seek to generate economic resources for their families. However, not all of them perform a marketing process that allows them to improve their productivity. Objective: to develop a strategic plan applying Kenichi Ohmae's 3C's model, which is a marketing strategy focused on the Corporation, Competition and Customers. In this plan, each strategy will have Cloud Computing as a base of operation and will serve as a competitive guide for the digital transformation of companies. Method: experimental research with a cross-sectional design and quantitative approach, through the application of a survey to MSMEs. Results: The results of the surveys show that there is little knowledge about Cloud Computing among these companies. Moreover, they do not have a good marketing plan, so it is important to implement a strategic plan to improve their productivity. Based on the data obtained in this research, a web platform with Cloud Computing characteristics adjusted to the reality of these companies was developed. Conclusions: the implementation of the 3 C's model and Cloud Computing provides the opportunity to improve the commercial activities of MSMEs in the city of Azogues, the effectiveness increases if there is external support from professionals in the area that define what each company needs