Estrategias de marketing digital para fortalecer la comercialización de la Distribuidora de Gas Cochea en la ciudad de Salinas, provincia de Santa Elena, año 2023.

The GAS COCHEA DISTRIBUTOR is in charge of the commercialization of liquefied gas (domestic and industrial), for 12 years its conventional method has led us to use techniques to improve its strategic development through an adaptation of Traditional Marketing to Digital Marketing in order to obtain a profitable increase in addition to a positioning in the digital market. Because today the competition moves more frequently, adapting to the changes in the world, showing us that they are important axes of innovation. In the development of this research, we obtained relevant results through both internal and external situational analyzes of the Distributor, then each of these factors was classified, resulting in a PESTLE matrix where each of the components was detailed, analyzing their level of impact and behavior, a SWOT matrix was subsequently developed, pointing out each of the positive and negative factors, giving us strengths, opportunities, weaknesses and threats as results. It also identified primary strategies such as: training programs, Promotion (Pop Material Products at the point of sale), Digital Marketing, Product Merchandising and SEO in order to achieve greater positioning. This study will not only help the Distributor but more companies, businesses and entrepreneurs to be guided by an optimal method in order to apply a model that adapts to their environment, it is intended to inform about digital marketing strategies and how to apply them. It significantly benefits each business.

• Main Author: Cochea Conforme, Mishell Dayanara (author)
• Format: bachelorThesis
• Language: spa
• Published: 2024
• Subjects: MARKETING DIGITAL; ESTRATEGIAS DIGITALES; MERCHADISING; REDES SOCIALES
• Online Access: https://dspace.ueb.edu.ec/handle/123456789/7137