Estudio de prefactibilidad para la Implementación de una plataforma digital de la visualización de descuentos del rubro de consumo (ONE)

• Autores: Fuster de Bracamonte, Alberto Francisco, Suarez Silva Santisteban, Daniel
• Formato: tesis de grado
• Fecha de Publicación: 2021
• Institución: Universidad de Lima
• Repositorio: ULIMA-Institucional
• Lenguaje: español
• OAI Identifier: oai:repositorio.ulima.edu.pe:20.500.12724/15621
• Enlace del recurso: https://hdl.handle.net/20.500.12724/15621
• Nivel de acceso: acceso abierto
• Materia: Discount; Marketing channels; Mobile apps; Industrial projects; Prefeasibility studies; Descuentos (Comercio); Canales de comercialización; Aplicaciones para móviles; Proyectos industriales; Estudios de prefactibilidad; https://purl.org/pe-repo/ocde/ford#2.11.04

The present work aims to evaluate the feasibility of a discount and benefits centralization platform for the food & beverage industry. At the moment, there is a huge amount of discounts all over traditional channels (coupons, flyers, etc) and digital channels (each company has its own platform). This causes confusion on consumers, given that companies expect them to download and access several platforms each time they want to look up for discounts at the moment they plan to have a meal. To solve this problem, we analyze the creation of a discount and benefits centralization platform that generates value on both sides of the value chain. First, consumers will have direct and simple access to all the benefits in which they are entitled to (clubs, banks, etc) combined with other tools (Geolocalization, categorization, etc) they will have gain savings. By the other side we have companies that will improve their penetration on their loyalty and discount programs, by having a direct channel in which they will compete at same market advantage for the loyalty of their customers, given that each one has access to diverse benefit programs. This will create better metrics for companies to analyze and gain better insights over which commercial alliances to develop for further results on their customers. First, the objectives, scope and limitations of this research were determined. Second, we determined the feasibility of the objective demand for ONE, given the actual data on consumption of food and beverage outside home and the use of smartphone on Lima Metropolitan. Finally, the business model for ONE was created based on revenue over customer access, clicks (Ads), coupons and affiliations of companies to market insights generated by the platform.