Modelo de negocios para la internacionalización de la empresa Multipublicidad periodo 2018-2022

Abstract

This business model aims to internationalize Multipublicidad Service using a network strategy, in order to include international markets to enable it to gain new customers for the Company, resulting in increased income and increased productivity. This final research assignment begins with a brief analysis of the Graphic advertising industry in El canton Cuenca, followed by an internal diagnosis of Multipublicidad Service, it will provide necessary information about the current situation of the company, identifying the problems it faces to then define the value chain, which possibly will enable the identification of activities and strong processes where they can establish an advantage and in turn what their weaknesses are and find a solution. Finally, a business model based on creating a strategic network to establish strategic agreements with international companies is for this a diagnosis of the environment of Multipublicidad Service, an analysis of Marketing was used, the elaboration of a strategic plan, the creation of an operational plan based on the balanced scorecard, an economic and financial study, and subsequently the risk and impact generated by this business model is measured