Estrategia de transformación digital para el área de ventas de Trelleborg Printing Solution Mirambeau SAS

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dc.contributor.advisorSanguino Galvis, Sandra Cristina
dc.contributor.authorChiquillo Molano, Glenda Jeamine
dc.contributor.cvlacSanguino Galvis, Sandra Cristina [0000775622]spa
dc.contributor.orcidSanguino Galvis, Sandra Cristina [0000-0001-8876-9399]spa
dc.coverage.campusUNAB Campus Bucaramangaspa
dc.coverage.spatialColombiaspa
dc.date.accessioned2021-11-24T21:47:00Z
dc.date.available2021-11-24T21:47:00Z
dc.date.issued2021
dc.degree.nameMagíster en Administración y Dirección de Empresasspa
dc.description.abstractLa transformación digital puede suponer un aumento sustancial de la productividad, las modernas tecnologías de la información han logrado reducir significativamente los costes de comunicación y coordinación y han permitido que las empresas mejoren sus procesos, productos o incluso crear otros nuevos. Ante este contexto, combinado con la crisis sanitaria ocasionada por el COVID 19, la mayoría de las organizaciones se han visto con la necesidad de enfrentar el gran reto de transformarse digitalmente, con un alto grado de incertidumbre sobre cuál es el camino que deberían seguir para conseguir una transformación digital que realmente aporte valor a su negocio o procesos. Por esto, el área de ventas de la compañía Trelleborg Printing Solution Mirambeau SAS requiere contar con un plan estratégico de transformación digital que soporte el camino y decisiones alrededor de su transformación. Bajo esta necesidad, el presente proyecto de investigación plantea las estrategias de transformación digital que permitan la alineación entre el cliente, el negocio, la organización, tecnologías digitales y la visión estratégica de Trelleborg Printing Solution Mirambeau SAS. Para cumplir con el objetivo del proyecto, se realizó una investigación cualitativa descriptiva, por lo cual se llevó a cabo una revisión documental, se hizo un diagnóstico de la situación actual del área, se diseñó el mapa de recorrido del cliente, también se determinó el nivel madurez digital del área, para finalmente plantear el plan estratégico de transformación digital del área de ventas de la compañía.spa
dc.description.abstractenglishDigital transformation can lead to a substantial increase in productivity, modern information technologies have managed to significantly reduce communication and coordination costs and have allowed companies to improve their processes, products or even create new ones. Given this context, combined with the health crisis caused by COVID 19, most organizations have been faced with the need to face the great challenge of digitally transforming themselves, with a high degree of uncertainty about which path they should follow to achieve a digital transformation that really adds value to your business or processes. For this reason, the sales area of ​​the company Trelleborg Printing Solution Mirambeau SAS requires having a strategic digital transformation plan that supports the path and decisions around its transformation. Under this need, this research project proposes the digital transformation strategies that allow the alignment between the client, the business, the organization, digital technologies and the strategic vision of Trelleborg Printing Solution Mirambeau SAS. To fulfill the objective of the project, a descriptive qualitative investigation was carried out, for which a documentary review was carried out, a diagnosis of the current situation of the area was made, the client's route map was designed, the level of digital maturity of the area, to finally propose the strategic plan for the digital transformation of the company's sales area.spa
dc.description.degreelevelMaestríaspa
dc.description.learningmodalityModalidad Presencialspa
dc.description.tableofcontentsResumen .......................................................................................................................... 7 Capítulo I: PROBLEMA U OPORTUNIDAD ..................................................................... 8 Introducción .................................................................................................................... 8 Antecedentes del Problema ........................................................................................... 8 Problema u Oportunidad .............................................................................................. 13 Pregunta de Investigación ............................................................................................ 15 Objetivos de la Investigación ........................................................................................ 15 Objetivo general ........................................................................................................ 15 Objetivos específicos ................................................................................................ 15 Justificación .................................................................................................................. 16 Conclusión ................................................................................................................... 17 Capítulo II: MARCO TEÓRICO ....................................................................................... 18 Introducción .................................................................................................................. 18 El proceso de Ventas ................................................................................................... 18 Transformación Digital ................................................................................................. 25 Tecnologías Digitales................................................................................................ 27 Madurez digital ......................................................................................................... 33 Modelo de madurez digital ........................................................................................ 34 Transformación Digital del Proceso de Ventas ............................................................. 35 La Experiencia del cliente ......................................................................................... 36 El recorrido del cliente .............................................................................................. 37 Modelos de recorrido del cliente ............................................................................... 41 Etapas de proceso de transformación digital en ventas ............................................ 47 Estado del Arte ............................................................................................................. 49 Conclusión ................................................................................................................... 54 Capítulo III: METODOLOGÍA.......................................................................................... 56 Introducción .................................................................................................................. 56 Método de investigación ............................................................................................... 56 DOFA ....................................................................................................................... 58 Mapa de recorrido del cliente Modelo para B2B por McKinsey ................................. 58 Nivel de Madurez digital - Modelo 4.0 de Forrester ................................................... 59 Población, participantes y selección de la muestra ....................................................... 63 Instrumentos de recolección de datos .......................................................................... 64 Entrevista.................................................................................................................. 64 Encuestas ................................................................................................................. 65 Análisis de datos .......................................................................................................... 71 Aspectos éticos ............................................................................................................ 71 Conclusión ................................................................................................................... 72 Capitulo IV: RESULTADOS ........................................................................................... 73 Introducción .................................................................................................................. 73 Resultado 1: Diagnóstico área de ventas Trelleborg Printing Solution Mirambeau SAS. ........................................................................................................................................... 73 Análisis Interno y Externo (DOFA) área de ventas Trelleborg Printing Solution Mirambeau SAS ........................................................................................................ 76 Mapa Recorrido del cliente Trelleborg Printing Solution Mirambeau SAS ................. 96 Resultado 2: Nivel de Madurez Digital ...................................................................... 101 Resultado 3: Estrategias Planteadas Área de Ventas Trelleborg Printing Solution Mirambeau SAS ......................................................................................................... 104 Plan Transformación Digital ........................................................................................ 107 Capítulo V: CONCLUSIONES Y RECOMENDACIONES ............................................. 117 REFERENCIAS ............................................................................................................. 120 ANEXOS ....................................................................................................................... 125spa
dc.format.mimetypeapplication/pdfspa
dc.identifier.instnameinstname:Universidad Autónoma de Bucaramanga - UNABspa
dc.identifier.reponamereponame:Repositorio Institucional UNABspa
dc.identifier.repourlrepourl:https://repository.unab.edu.cospa
dc.identifier.urihttp://hdl.handle.net/20.500.12749/15045
dc.language.isospaspa
dc.publisher.facultyFacultad Economía y Negociosspa
dc.publisher.grantorUniversidad Autónoma de Bucaramanga UNABspa
dc.publisher.programMaestría en Administración y Dirección de Empresas (MBA)spa
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dc.rights.accessrightsinfo:eu-repo/semantics/openAccessspa
dc.rights.creativecommonsAtribución-NoComercial-SinDerivadas 2.5 Colombia*
dc.rights.localAbierto (Texto Completo)spa
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/2.5/co/*
dc.subject.keywordsManagement enterprisesspa
dc.subject.keywordsSucess in businessspa
dc.subject.keywordsDecision makingspa
dc.subject.keywordsDigital transformationspa
dc.subject.keywordsInformation technologyspa
dc.subject.keywordsMarketingspa
dc.subject.keywordsIndustrial Administrationspa
dc.subject.keywordsCustomersspa
dc.subject.keywordsSalesspa
dc.subject.keywordsTrelleborg printing solution mirambeauspa
dc.subject.lembAdministración de empresasspa
dc.subject.lembÉxito en los negociosspa
dc.subject.lembToma de decisionesspa
dc.subject.lembMercadeospa
dc.subject.lembAdministración industrialspa
dc.subject.lembClientesspa
dc.subject.lembVentasspa
dc.subject.proposalTransformación digitalspa
dc.subject.proposalTecnologías de la informaciónspa
dc.titleEstrategia de transformación digital para el área de ventas de Trelleborg Printing Solution Mirambeau SASspa
dc.title.translatedDigital transformation strategy for the sales area of ​​Trelleborg Printing Solution Mirambeau SASspa
dc.type.coarhttp://purl.org/coar/resource_type/c_bdcc
dc.type.driverinfo:eu-repo/semantics/masterThesis
dc.type.hasversioninfo:eu-repo/semantics/acceptedVersion
dc.type.localTesisspa
dc.type.redcolhttp://purl.org/redcol/resource_type/TM

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