Propuesta de un plan de marketing digital para la empresa Calzado Jiménez de la ciudad de Loja, para el periodo 2021-2022
The covid-19 pandemic has generated a great problem in the world economy since large, small, medium, and micro-enterprises have stopped their activities due to confinement, this has negatively affected the sales of the company "CALZADO JIMÉNEZ" The general objective of this work is to desi...
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| Format: | bachelorThesis |
| Language: | spa |
| Published: |
2022
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| Subjects: | |
| Online Access: | https://dspace.unl.edu.ec/jspui/handle/123456789/24638 |
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Add Tag | Summary: | The covid-19 pandemic has generated a great problem in the world economy since large, small, medium, and micro-enterprises have stopped their activities due to confinement, this has negatively affected the sales of the company "CALZADO JIMÉNEZ" The general objective of this work is to design a proposal for a digital marketing plan for the company Calzado Jiménez in the city of Loja, for the period 2021-2022 in order to contribute to the growth of the company. Specific objectives were established, the first objective focuses on developing a situational and competitive analysis of the company Calzado Jiménez, The second specific objective is to carry out a market study to identify tastes and preferences of the clients of the company Calzado Jiménez And finally, the third specific objective is to implement digital marketing strategies in order to position itself in the market and retain the customer of the company "Calzado Jiménez", for which a total of four digital marketing strategies were developed, which are: Determine the person buyer of the company, develop a virtual environment for marketing and communication about the product portfolio of the company "CALZADO JIMÉNEZ", implement various means of payment such as debit cards, credit and PayPal, and finally develop a marketing mix digital for the positioning and loyalty of the potential client of the company "CALZADO JIMÉNEZ" Thus, in order to respond to this, research methods were used such as: exploratory, descriptive, deductive method, and simple random sampling, as well as direct observation techniques and surveys directed at customers. In the most important conclusions it is detailed that the company "CALZADO JIMÉNEZ" has not defined its Person Buyer to whom to address, in the same way it has not developed a virtual environment in digital media such as Facebook, Instagram, WhatsApp, it does not have a digital marketing mix for the positioning and loyalty of the potential client, likewise the company "CALZADO JIMÉNEZ" does not have a defined digital marketing plan, in the same way it does not carry out promotions, nor live events through social networks, and does not offer several means of payment to the customer when making purchases Finally, the following recommendations were determined: Apply this digital marketing plan, it was also recommended that the company "CALZADO JIMÉNEZ" focus on its Person 5 Buyer, in the same way apply various means of payment such as credit and debit cards which are be done through the dataphone machine, and also the use of PayPal, likewise it was recommended to develop the virtual environment through digital media such as Facebook, Instagram, WhatsApp, and finally it was recommended to apply a digital marketing mix for the positioning and loyalty of the potential customer |
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