Consulting report – Agencia B12 – launching of comparatodo in Perú
Agencia B12 is a Spanish company specialized in digital marketing with offices in Spain, Mexico, Colombia and Peru. The firm has innovation at its core, and constantly develops tailor-made digital and traditional marketing strategies for its clients based on four values: innovation, passion, inte...
| Autor Principal: | Flores Sempertegui, Gerardo Junior |
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| Otros Autores: | Solís Pezzia, Diego Armando |
| Formato: | info:eu-repo/semantics/masterThesis |
| Idioma: | Inglés |
| Publicado: |
Pontificia Universidad Católica del Perú
2018
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| Materias: | |
| Acceso en línea: |
http://tesis.pucp.edu.pe/repositorio/handle/123456789/12737 |
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| Sumario: |
Agencia B12 is a Spanish company specialized in digital marketing with offices in
Spain, Mexico, Colombia and Peru. The firm has innovation at its core, and constantly
develops tailor-made digital and traditional marketing strategies for its clients based on four
values: innovation, passion, integrity and trust. Agencia B12 works primarily with clients in
the telecommunications industry, and most of its revenue come from large players in their
respective regions (such as Movistar, Claro and Entel in Peru). Given its highly concentrated
client portfolio, Agencia B12 constantly seeks new business ventures to diversify their
sources of revenue. As part of the firm’s diversification efforts, Comparatodo, a Price
Comparison Website (PCW), was developed internally to benefit from such a growing and
attractive industry (PCW).
Comparatodo is currently operating in Spain, and Agencia B12 is planning to expand
the website’s presence in other Latin American countries, starting in Peru. This report
conducts an extensive research about Peru’s most promising industries and products for
Comparatodo based on market size, pricing, and complexity of sales. Additionally, an
analysis of direct and indirect competitors in Peru was conducted. As a result, the proposed
solution is to first position Comparatodo as a PCW player in the telecommunications and
financial services industry in Peru. The implementation plan is to be executed in 17 weeks
and it involves different business units and personnel in the organization responsible for
launching and maintaining Comparatodo. The key enablers supporting Comparatodo’s
expansion in Peru are: already developed platform in Spain, internal IT department,
experienced staff, extensive knowledge of digital marketing, few competitors, and
opportunities in multiple industries. |
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