Diseño de un modelo de transformación digital para la Optimización del Marketing Estratégico y Comercial en empresas B2B del sector industrial: Caso Gaspro Honduras
No hay miniatura disponible
Fecha
2026-07-01
Título de la revista
ISSN de la revista
Título del volumen
Editor
Universidad Tecnológica Centroamericana UNITEC
Resumen
Esta investigación tuvo como objetivo diseñar un modelo de transformación digital que cerrara las brechas de madurez digital y de procesos de marketing comercial de Gaspro Honduras, empresa dedicada a la producción, distribución y comercialización de gases industriales y medicinales en el mercado hondureño, con el propósito de fortalecer su competitividad en el sector industrial B2B. Bajo un enfoque mixto con Diseño de Triangulación Concurrente (DITRIAC), se aplicó un cuestionario de madurez digital al personal directivo y comercial (n=6), una encuesta de posicionamiento comercial a clientes B2B (n=50), entrevistas semiestructuradas a directivos y un ejercicio de benchmarking frente a competidores del sector industrial nacional. Los resultados evidenciaron un nivel de madurez digital interna bajo-medio (2.44/5.00), unido por la desconexión del ERP y la ausencia de canales de autoservicio, frente a un posicionamiento comercial moderado (3.40/5.00) sostenido en la confianza y el reconocimiento de marca. Frente a sus competidores, Gaspro alcanzó apenas un 33% del índice de benchmarking, muy por debajo de INFRA (83.3%) y GASECO (44.4%). A partir de este diagnóstico, se diseñó una propuesta de Ecosistema CRM sobre la plataforma Odoo, estructurada en tres fases de implementación (2026-2027) con un presupuesto estimado de USD 2,239.20, orientada a automatizar los flujos de comunicación comercial y habilitar canales de autoservicio B2B que cierren la brecha digital identificada.
This research aimed to design a digital transformation model that would close the digital maturity and commercial marketing process gaps at Gaspro Honduras, a company engaged in the production, distribution, and marketing of industrial and medical gases in the Honduran market, to strengthen its competitiveness in the B2B industrial sector. Using a mixed-methods approach with a Concurrent Triangulation Design (DITRIAC), a digital maturity questionnaire was applied to management and sales staff (n=6), a commercial positioning survey to B2B clients (n=50), semistructured interviews with executives, and a benchmarking exercise against national industrialsector competitors. Results showed a low-to-medium internal digital maturity level (2.44/5.00), constrained by ERP disconnection and the absence of self-service channels, contrasted with a moderate commercial positioning score (3.40/5.00) sustained by brand trust and recognition. Against its competitors, Gaspro reached only 33% of the benchmarking index, well below INFRA (83.3%) and GASECO (44.4%). Based on this diagnosis, a CRM Ecosystem proposal built on the Odoo platform was designed, structured in three implementation phases (2026-2027) with an estimated budget of USD 2,239.20, aimed at automating commercial communication workflows and enabling B2B self-service channels to close the identified digital gap.
This research aimed to design a digital transformation model that would close the digital maturity and commercial marketing process gaps at Gaspro Honduras, a company engaged in the production, distribution, and marketing of industrial and medical gases in the Honduran market, to strengthen its competitiveness in the B2B industrial sector. Using a mixed-methods approach with a Concurrent Triangulation Design (DITRIAC), a digital maturity questionnaire was applied to management and sales staff (n=6), a commercial positioning survey to B2B clients (n=50), semistructured interviews with executives, and a benchmarking exercise against national industrialsector competitors. Results showed a low-to-medium internal digital maturity level (2.44/5.00), constrained by ERP disconnection and the absence of self-service channels, contrasted with a moderate commercial positioning score (3.40/5.00) sustained by brand trust and recognition. Against its competitors, Gaspro reached only 33% of the benchmarking index, well below INFRA (83.3%) and GASECO (44.4%). Based on this diagnosis, a CRM Ecosystem proposal built on the Odoo platform was designed, structured in three implementation phases (2026-2027) with an estimated budget of USD 2,239.20, aimed at automating commercial communication workflows and enabling B2B self-service channels to close the identified digital gap.
Palabras clave
Transformación digital, Madurez digital, Marketing B2B, CRM, Benchmarking, Gaspro Honduras