Gestion y Empresa

In what way it would affect the implementation of loyalty cards as a form of loyalty in the customer network of Broadnet S.A.?

Subject: Business and Management
Number of words:
Students: Berny Llerena 3rd Baccalaureate “C”

Index
Executive Summary 3
Introduction 4
Chapter 1 6
Theoretical Framework 6
Chapter 2 8
Methodology 8
2.1 Interview with the General Manager of Broadnet S.A.8
2.1.1 Análisis con el FODA 9
2.2 Surveys results 10
Chapter 3 14
Analysis based in the results of the implementation as a loyalty method in Broadnet S.A. customers network 14
Conclusions 17
Bibliography 18
APENDICE 1 19
Modelo de entrevista para la Gerente General de Broadnet S.A. 19
APPENDIX 1 20
Model of the interview for the Broadnet S.A. General Manager 20
APENDICE 1.1 21Entrevista para el gerente de Broadnet S.A. 21
APÉNDICE 2 24
MODELO DE ENCUESTA PARA CLIENTES 24

Executive Summary

Introduction
Broadnet S.A. is the first independent network service in Ecuador dedicated in the development and marketing of digital products and transaction processing. It works since 2005 and are recognized as pioneers and leaders in the marketing of mobile payment services. Itoperates in two offices in the main cities of the country that are Guayaquil and Quito. Guayaquil is the main office where are managed the operative, technological, marketing and management areas. It target are all the different categories of business within Ecuador.
Now a day, it has a network of 8000 places located around the Ecuador. Ponle+ (the brand showed to the public of Broadnet S.A.) isthe biggest base of multiproduct in the product line of Electronic services, Prepaid mobile payment services and Benefits in Ecuador.
The huge demand of mobile services has raised the number of competitors in the market, and in order to help Broadnet S.A. to stay in the head, it is proposed to stablish a loyalty system that allows customers obtain an added value each time they buy in any of thenetwork members that work with Broadnet S.A., that’s why the next question is made In what way would affect the implementation of loyalty cards as a form of loyalty in the customer network of Broadnet S.A.?
This system allows offering a differentiated and attractive service for customers that help to make them return to the Ponle+ sell points, being sure that they will obtain more benefits witheach consume. Based on the information obtained from SUPERTEL (Superintendencia de telecomunicaciones) it was registered that the 98.96% from the active mobile lines and the 86.40% the use prepaid technology. That shows that Broadnet S.A. has a wide market to offer the new service.
This monograph will be done by using the main analysis’s that would help to make a decision. First will be realized aninterview with the general manager of the enterprise, who can provide the general and specific information and development within the business. The questions and answers gave are attached in the Appendix 1. Then will be done a survey to the general public, who are the consumers, about the utilization of the service and the necessity of a loyalty system. The questions used in the survey areattached in the Appendix 2.
It will be used the SWOT analysis that shows the strengths, weaknesses, opportunities and threats of using this system in the enterprise and specifically the system of loyalty cards and the customers’ preferred added value.
This work consist about 3 chapters. The first one explain the concepts of the methods that will be used, the second one shows the application of themethods used and the analysis done with them before making any decision; and in the last chapter will be shown the benefits of the proposed methods. Finally with this monograph, provide to Broadnet S.A. management a tool that would help the achieve their customers network and consumers loyalty.

Chapter 1
Theoretical Framework
The development of this work involves the conceptual parameters that...