Propuestas de diversificación, segmentación y diseño de servicios para la mejora de la competitividad de las empresas de economía social. El caso Bioservice

The firms that conform the so-called Social Economy develop all kinds of business activities under different legal entities, however, they all share a common challenge: To place people at the centre of business decisions. Bioservice is legally a small cooperative, a special employment centre and, in addition, a company committed to promoting the circular economy model by encouraging the reuse of waste generated in other companies, in particular, toners and ink cartridges.

In this paper, we will address various strategic challenges in the area of marketing, with the aim of proposing opportunities for growth and development of the company, aware that achieving this would help the founding purpose of the company: the creation of decent employment for people with disabilities. First of all, we will study the current features of the service it offers to the companies from which it collects its waste in order to, once a diagnosis of its activity has been carried out, propose potential improvements. In second place, we will try to help improve the possible segmentation of its customers by trying to understand the advantages and disadvantages of different types of segments and thus improve its competitiveness. Finally, we will address the opportunities for growth and development based on the related diversification options that the company could address.