SEUR: Digitalizing Express Shipping

The heads of marketing at SEUR (Servicio Urgente de Transportes; "Urgent Shipping Service" in English) were ready to present in the meeting room the results of the first six months since the relaunch of the company's new website. They had recently opted for promoting a website with a clear transactional focus. The meeting had been called to examine some aspects of the new site's performance, such as how sales were evolving with respect to targets, how the Web products fit in with offline products (structure of the offerings), the positioning of the website and the Web-product objectives, among others. In addition to the new website, the marketing team was expected to move forward with the digital project: the company's presence and activity on social networks. They had to decide which approach to use in terms of digital media and how addressing these activities would be reflected on an organizational level. SEUR's organizational chart had undergone changes since the new website had been launched: directions, channels and tasks had been separated, leading to a new structure that still hadn't taken on a definitive form and that pitted the interests of different parties against one another when it came to support for the project.