Modelo de negocios para la Red Comercial Jocar–Andascar período 2018-2021

Abstract

This work describes the strategy to create and capture value within The Business ModelCanvas, applied to a commercial network formed by two companies dedicated to the commercialization of automotive parts for most vehiclesin the city of Cuenca. The first chapter analyzes the national context and importance of the automotive sector within the manufacturing industry. It explains the structure of autoparts suppliers and the incidence of regularizations and government tax measures that affect the automotive market in Ecuador. The second chapter describes individual characteristics of the two companies, their workflow and the autoparts lines covered by the business. It also defines the value chain and competitive advantage in key activities of the commercial network. The third chapter consists mainly of thedevelopment ofthe business model, including marketing analysis and redesign of the entire business philosophy. In addition, a strategic map proposal is established for the company, based on four fundamental perspectives. The new strategies will bebased on SWOT analysis and the evaluation of internal and external factors that affect the development of the business. The fourth chapter includes economic and financial analysis, which reflect the viability of the business model and possible risks that may affect its development, as well as mitigation measures for business risks. Finally, conclusions and recommendations are focused on the growth of the proposal and economic progress of the commercial network.