Plan de marketing implementando la estrategia de Social Selling para empresa productora de esencia de café “Ana Bárbara” en la ciudad de Loja

The present research work aims to propose a MARKETING PLAN IMPLEMENTING THE SOCIAL SELLING STRATEGY FOR “ANA BÁRBARA” COFFEE ESSENCE PRODUCER, with the purpose of increasing the number of followers and customers thanks to the correct management of social networks (Instagram and Facebook), implementing strategies such as social selling wich allow the company to be more efficient and position itself in the online market for buying and selling products. The specific objectives that were met in the research were: situational diagnosis, market study and strategy planning. The carried out research was exploratory-descriptive, a mixed research approach, the applied method was descriptive, the techniques implemented were: interview and survey; and the data collection instruments were: questionnaire, Google forms, Excel and SPSS. The study population were the owner, clients and staff of the company, with these results the strategic objectives approach is made in the proposal, which will allow the company "Ana Bárbara" Coffee Essence Producer, to position itself in the local market thanks to the correct use of social networks, and the management of social selling tools such as social sprout, metricool, canva, bitly and kommo with which it will be possible to optimize resources in the company, improve the organization, relationship with customers and improve the online presence. They will promote a positive impact on the profitability of the company that produces coffee essence "Ana Bárbara" in Loja city.

• Autor principal: Quirola Cuenca, María José (author)
• Formato: bachelorThesis
• Idioma: spa
• Publicado em: 2023
• Assuntos: <ADMINISTRACION DE EMPRESAS>; <MARKETING>; <CAFE>; <LOJA>
• Acesso em linha: https://dspace.unl.edu.ec/jspui/handle/123456789/26688