Estrategias de e-commerce para la expansión y crecimiento de Lugan Ferch en el mercado global de joyería

Abstract

Abstract: Technological advancement has revolutionized the world of commerce, migrating from the market physical to the digital market. This study aims to develop strategies innovative electronic commerce (e-commerce) to optimize the business model of Lugan Ferch Jewerly, a Cuenca company specialized in gold, silver and steel jewelry. For this purpose, the research applied a qualitative approach through an analysis of the external environment (PESTEL and Porter) and internal environment (SWOT), as well as semi-structured interviews to e-commerce experts; and a quantitative approach, through the evaluation financial of the project. As a result, it was considered important to redesign the Lugan Ferch business, integrating technological tools and marketing strategies digital, for sale online through Shopify and social networks. Furthermore, the evaluation Financial recommends making the investment, since the project exceeds expectations minimum profitability. In conclusion, digital platforms offer opportunities significant for the growth and expansion of Lugan Ferch, however, it requires adequate planning, technological investment and economic, social and environment to ensure long-term success.