Plan padrino Intelcom Soluciones SAS
Creators: name: Aristizábal Páez, Fabiana
name: Niño Durán, Dayanna
name: Peralta Ramírez, Andrea
Publisher: name: Universidad Externado de Colombia
Year: 2023
Subjects: subject: Industria de las telecomunicaciones
subject: Mercadeo
subject: Estrategia
subject: Telecomunicaciones
subject: Tecnología
subject: 5G
subject: Conectividad

description: La empresa Intelcom Soluciones SAS es una Pyme colombiana que opera en el sector de las telecomunicaciones y la tecnología desde su fundación en 2005. Durante sus primeros años, la compañía tuvo un desempeño positivo, pero la pandemia de 2020 y la recesión económica en el país afectaron sus licitaciones, ventas y márgenes. Ante esta situación, la empresa se encuentra reevaluando su continuidad en el mercado y busca estrategias para recuperar su posición. Se ha realizado un diagnóstico del entorno en el que opera la empresa, considerando las tendencias del sector de las telecomunicaciones en Colombia. Se destaca la importancia del avance tecnológico y las inversiones en proyectos, así como las regulaciones establecidas por el ente regulatorio MinTic. Existe una oportunidad de mejora en la conectividad en las áreas rurales, lo cual impulsa el despliegue de infraestructura de telecomunicaciones. La empresa tiene como principal cliente a la compañía Claro, y se enfrenta a una competencia fuerte en el mercado de los operadores de red. Además, factores como la inflación y la entrada de un nuevo competidor, WOM, han afectado los precios y los costos de los proveedores, incluyendo a Intelcom. Es necesario mejorar la satisfacción de Claro y actualizar la página web de la empresa. Se ha identificado la necesidad de trabajar en áreas clave como el posicionamiento de marca, los canales de comercialización, el acercamiento digital y la apertura de nuevos clientes. Se proponen estrategias intensivas para la penetración de mercado y la retención de clientes, así como estrategias de integración para fortalecer el portafolio y competir en precios. Con el objetivo de incrementar las ventas, se propone un plan de marketing que se centra en el fortalecimiento del negocio actual, el desarrollo de nuevas líneas de servicio, la integración con otras empresas y el enfoque en las tecnologías 5G. Se busca un crecimiento del 6% en ventas para el año 2024.
description: The company, founded in 2005, is a Colombian SME with over 15 years of experience in the telecommunications and technology sector. Its main clients are network operators such as Claro, Movistar, Tigo, among others, as well as outsourcing and mobile networks. In 2019, the company was performing well until the pandemic hit in 2020, along with the country's recession, which started affecting its bids, sales, and margins. As a result, the company is reevaluating its continuity in the market, seeking to clean up its financial statements and find strategies to redirect the company towards healthy sales and regain its former position. To achieve this, a diagnosis will be conducted to understand the behavior of the company's environment and identify trends that can guide its future path. The political environment of the telecommunications sector in Colombia depends largely on technological advancements and investments in projects, user access, spectrum expansion, and regulations for key players such as Claro, Movistar, Tigo, ETB, and WOM. The regulatory body for this sector in Colombia is MinTic, which manages various budgets and projects to promote advancements that benefit the country. The greatest opportunity for Colombia lies in bridging the digital divide and investing in these progressive initiatives. Currently, connectivity in remote regions of Colombia is deficient, hindering progress. Improving connectivity in rural areas is a growing priority, leading to increased internet adoption and infrastructure deployment, driven by smartphone penetration, awareness, digital technology penetration, and investments by organizations and governments. Within the Colombian market, the main competitors for Intelcom are Claro, Movistar, Tigo, ETB, and WOM, which represent 95% of the market. Intelcom has limited opportunities to bid for projects with these five competitors. The company's success also depends on government initiatives that support the telecommunications sector, enabling broader spectrum coverage and the implementation of 5G technology to enhance connectivity for residents, businesses, and companies. Factors such as inflation, with an increase in the Consumer Price Index (IPC) in 2022 compared to 2012, affect the prices of inputs, directly impacting suppliers like Intelcom. The entry of a new competitor like WOM has forced companies to lower prices, indirectly impacting suppliers who have to reduce costs. Intelcom relies heavily on its sole customer, CLARO, which represents 100% of its sales revenue. There are strong competitors in the telecommunications sector, such as Axity, Nesitelco, Instalcom, and Tes América, who negotiate with suppliers, holding the power in negotiations. The increasing value of the dollar also affects equipment or service costs, creating dependency on suppliers and making price the dominant factor in the market. Intelcom needs to address several opportunities and challenges. The website of one competitor, Instalcom, requires updating, and negative reviews need to be addressed. Intelcom's website should emphasize the services they offer, as competitors do, instead of relegating them to the bottom of the page. The company needs to focus on meeting customer needs, including competitiveness in prices, technological advancements, and postsale service. The telecommunications industry operates with prices set by the operators based on service prices and the proposals from each provider during bidding processes. The process involves operators sending tender documents to providers, who submit their proposals specifying prices and value-added services. Operators then send a request for counterproposal based on established prices and competitors' offers. Providers can either submit a counterproposal or reject the invitation. The operator communicates the price of the service awarded in the tender. The industry's strongest customer needs revolve around technological advancements, competitive prices, and constant employee training. The 5G technology becomes a necessary advancement for the industry internationally, providing Intelcom with an opportunity to upgrade software and equipment.