Plan de marketing digital de responsabilidad social de la Minera Marcobre
Date
2019-12-12
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Pontificia Universidad Católica del Perú
Acceso al texto completo solo para la Comunidad PUCP
Abstract
La empresa minera Marcobre actualmente se encuentra realizando las obras de
construcción para iniciar sus operaciones de explotación de cobre en el año 2020 (etapa de
producción) por los próximos 16 años con una producción promedio de 90,000 toneladas de
cobre anuales. La mina se ubica en la localidad de San Juan de Marcona, zona de influencia
directa, por lo que la empresa ha identificado como una de las principales necesidades de la
población el mejorar la empleabilidad generando programas de responsabilidad social que
aporten al desarrollo sostenible de la comunidad de Marcona. En consecuencia, el presente
plan de marketing digital tiene como objetivo que los programas de responsabilidad social
contribuyan con la sostenibilidad de las operaciones de Marcobre en el periodo comprendido
entre los años 2020 y 2022. Como consecuencia de las investigaciones y análisis realizados
se sugiere que Marcobre realice programas para generar emprendimiento local mediante
instituciones que dictan cursos con enfoque de emprendimiento y negocios dirigido a los
jóvenes de 16 a 25 años, segmento que más utiliza los canales digitales. Así, el subprograma
Líderes Emprendedores del programa Marcona Sabe tiene como propuesta de valor generar
oportunidades de crecimiento y aprendizaje para los jóvenes que mejoren su calidad de vida.
Por último, de acuerdo a la evaluación financiera la propuesta contenida en esta tesis
es viable dando como resultado un EBITDA de US $ 314’313,719 para el año 2021 y de
US$ 314’299,342 para el año 2022, considerando que el plan permitirá contribuir con la
sostenibilidad de las operaciones de Marcobre y difundir los esfuerzos de la minera con la
sostenibilidad de Marcona.
The mining company Marcobre is currently carrying out construction works to begin its copper exploitation operations in the year 2020 (production stage) for the next 16 years with an average production of 90,000 tons of copper per year. The mine is located in the town of San Juan de Marcona, an area of direct influence, so the company has identified as one of the main needs of the population to improve employability by generating social responsibility programs that contribute to the sustainable development of the Marcona community. Consequently, this digital marketing plan aims to ensure that social responsibility programs contribute to the sustainability of Marcobre's operations in the period between 2020 and 2022. As a result of the research and analysis carried out, it is suggested that Marcobre Make programs to generate local entrepreneurship through institutions that teach courses with a focus on entrepreneurship and business aimed at young people aged 16 to 25, a segment that uses digital channels the most. Thus, the Entrepreneurs Leaders subprogram of the Marcona Sabe program has the value proposition to generate growth and learning opportunities for young people that improve their quality of life. Finally, according to the financial evaluation, the proposal contained in this thesis is viable, resulting in an EBITDA of US$ 314’313,719 on the year 2021 and US$ 314’299,342 on the year 2022, considering that the plan will contribute to the sustainability of the Marcobre operations and disseminate the efforts of the mining company with the sustainability of Marcona.
The mining company Marcobre is currently carrying out construction works to begin its copper exploitation operations in the year 2020 (production stage) for the next 16 years with an average production of 90,000 tons of copper per year. The mine is located in the town of San Juan de Marcona, an area of direct influence, so the company has identified as one of the main needs of the population to improve employability by generating social responsibility programs that contribute to the sustainable development of the Marcona community. Consequently, this digital marketing plan aims to ensure that social responsibility programs contribute to the sustainability of Marcobre's operations in the period between 2020 and 2022. As a result of the research and analysis carried out, it is suggested that Marcobre Make programs to generate local entrepreneurship through institutions that teach courses with a focus on entrepreneurship and business aimed at young people aged 16 to 25, a segment that uses digital channels the most. Thus, the Entrepreneurs Leaders subprogram of the Marcona Sabe program has the value proposition to generate growth and learning opportunities for young people that improve their quality of life. Finally, according to the financial evaluation, the proposal contained in this thesis is viable, resulting in an EBITDA of US$ 314’313,719 on the year 2021 and US$ 314’299,342 on the year 2022, considering that the plan will contribute to the sustainability of the Marcobre operations and disseminate the efforts of the mining company with the sustainability of Marcona.
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Keywords
Sector minero--Perú, Mercadeo por Internet--Perú, Responsabilidad social de las empresas--Perú, Planificación estratégica
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