Abstract
This report discusses ITEC's strategy about ‘portaldetuciudad.com'. We will analyze the company's actual situation, its key problems with the web design of its portals that needs to be changed, the lack of available languages and finally the business model of the company that is not safe for its incomes. We will also analyze the company's key opportunities with its huge expansion perspectives and the fact that it is a strong brand in Spain.
Then, we will make recommendation and implementations for the company's strategy, in a first time ITEC will have to strengthen its position in the Spanish market before entering the French market in 2016. The author has used SWOT, Porter's five forces and a PEST analysis to support its analysis.
The research demonstrates that there is a big problem with the portals design (see in appendix 6.1 SWOT). Indeed, even if the portals are very interesting with a lot of information about the cities, this is presented in a total disorder with a lot of text and small sections.
According to Shelly, Napier and Rivers, the most important aspect for a website is visual, indeed, even if there are a lot of good information, it has to be presented in a clear, logical and easy way. According to Porter's diamond, if ITEC wants to be more competitive, the company will have to think about it.
