“Plan de comercialización de productos agroecológicos de la Tienda Virtual Universitaria En La Ciudad De Loja – Comunidad Universidad Nacional De Loja”

The main aim of this project was to develop a marketing plan for the University Store, employing sales strategies aimed at enhancing the presence of the Public Company “La Nacional de Loja” – EP “IMPETU" on social media platforms. The goal was to stand out amidst competition from traditional markets and maintain a strong brand presence in the consumer's mind, thereby achieving customer loyalty and increased profitability. The project focused on five specific objectives. To accomplish the first objective, the design of the corporate philosophy and image was undertaken. This initiative proved advantageous for the company by aiding in establishing itself as a unique brand, fostering customer trust and loyalty, and distinguishing itself in the market. Regarding the second objective, creation of the three social media platforms, Facebook, Instagram, and TikTok, was carried out. These platforms facilitated increased interest and direct, interactive engagement with consumers. The third objective centered on publishing stories, reels, and advertising posts on social media platforms. This strategy aimed at promoting products and services, raising brand awareness, and establishing a robust online presence. Featured stories were incorporated within the fanpages to engage with the target audience and narrate the brand's story in an appealing and entertaining manner. To achieve the fourth objective, commercial business tools such as the SWOT matrix, ANSOFF matrix, BCG matrix, and GANTT chart were utilized. These tools facilitated company strengthening and provided a comprehensive analysis of its competitors. Ultimately, the finalized marketing plan was delivered to the Public Company “La Nacional de Loja” - EP, through its University Store business unit, with the objective of fully implementing the proposed plan.

• Main Author: Eguiguren Velepucha, Darío Fabricio (author)
• Format: masterThesis
• Language: spa
• Published: 2024
• Subjects: COMERCIALIZACION DIGITAL; PRODUCTOS AGROECOLOGICOS
• Online Access: https://dspace.unl.edu.ec/jspui/handle/123456789/29516