The “e business” model as a business strategy for the textile sector

Abstract

Introduction. In the case of study Escotex, it is a company that is dedicated to the elaboration of computerized embroidery, it was founded with the initiative to serve the citizens of Ambato starting with three embroidery machines, at present Escotex has around 17 workers, 12 embroidery machines and with around 20 fixed customers, has also been undertaken in new lines such as the manufacture of children's clothing and industrial work clothing, in order to expand its business and contribute to the productive matrix of the country, this research has been focused on conducting a comprehensive analysis of the internal and external environment of the company. Objective. Establish e-business strategies to improve the demand for products and increase sales for the company. Methodology. An exploratory investigation was carried out, in order to define the identified problem and the important aspects of the phenomena that affect it. Descriptive research was applied detailing the important characteristics of the textile sector in the province of Tungurahua, by collecting information to identify the problem and meet the objectives indicated. For this, the following will be carried out: direct observation, through the application of a survey, and also a strategic prospective analysis that allows increasing the sales of the company. Results. The data produced by the survey applied to the clients of the Escotex company indicate that it is important to correct aspects such as advertising and promotion as an inherent part of success, since these are factors that most clients consider as shortcomings and that should be improved. Thus, the proposal resulting from the investigation was directed to identify and design advertising and promotion for the Escotex company, using virtual channels aimed at current and potential customers. Conclusion. The application of the e-business model generates different activities aimed at facilitating the rotation and sale of the product in the way expected by the owner of the Escotex company.