Plan de marketing digital para la empresa textil Patricia Sport, Atuntaqui, Ecuador
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Date
2024
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Journal ISSN
Volume Title
Publisher
PUCE - Ibarra
Abstract
El presente trabajo de investigación tuvo como objetivo principal diseñar e implementar un plan de marketing digital para la empresa Patricia Sport de la ciudad de Atuntaqui, como respuesta a su escasa presencia en plataformas, medios y canales digitales. Así pues, mediante las diversas estrategias planteadas, se busca exhibir todos los productos de la empresa ante un público más amplio, mejorando su posicionamiento en el mercado nacional y por consecuencia, incrementando sus ventas. Dado que fue necesario conocer la situación actual de la empresa, desde la disponibilidad de los recursos humanos, económicos, materiales y tecnológicos, hasta la percepción de los clientes actuales y potenciales, el trabajo tuvo un enfoque cuantitativo y cualitativo, para el cual se aplicó una encuesta y una entrevista respectivamente. Sin bien, los resultados de este primer instrumento se mostraron favorables para la empresa, es necesario atender los nuevos comportamientos y exigencias de compra de los clientes, así como trabajar en las debilidades y amenazas identificadas en los análisis PESTA, 5 Fuerzas de Porter y FODA. Este plan de marketing digital representa una oportunidad y una inversión factible para Patricia Sport, ya que se proyecta un ROI del 18,36%. El presupuesto sugerido aprovecha el potencial de los canales digitales para maximizar el éxito comercial de la empresa a través de 10 actividades esenciales, las cuales permiten la implementación efectiva de las estrategias descritas en cada uno de los componentes del marketing mix.
The main objective of this research work was to design and implement a digital marketing plan for the company Patricia Sport in the city of Atuntaqui, in response to its lack of presence on digital platforms, media, and channels. Therefore, through the various proposed strategies, the aim is to showcase all of the company's products to a wider audience, improving its positioning in the national market and consequently increasing its sales. Since it was necessary to understand the company's current situation, from the availability of human, economic, material, and technological resources, to the perception of current and potential customers, the work had a quantitative and qualitative approach, for which a survey and an interview were applied, respectively. Although the results of this first instrument were favorable for the company, it is necessary to address the new purchasing behaviors and demands of customers, as well as work on the weaknesses and threats identified in the PEST, Porter's Five Forces, and SWOT analyses. This digital marketing plan represents an opportunity and a feasible investment for Patricia Sport, as an ROI of 18.36% is projected. The suggested budget takes advantage of the potential of digital channels to maximize the commercial success of the company through 10 essential activities, which allow for the effective implementation of the strategies described in each component of the marketing mix.
The main objective of this research work was to design and implement a digital marketing plan for the company Patricia Sport in the city of Atuntaqui, in response to its lack of presence on digital platforms, media, and channels. Therefore, through the various proposed strategies, the aim is to showcase all of the company's products to a wider audience, improving its positioning in the national market and consequently increasing its sales. Since it was necessary to understand the company's current situation, from the availability of human, economic, material, and technological resources, to the perception of current and potential customers, the work had a quantitative and qualitative approach, for which a survey and an interview were applied, respectively. Although the results of this first instrument were favorable for the company, it is necessary to address the new purchasing behaviors and demands of customers, as well as work on the weaknesses and threats identified in the PEST, Porter's Five Forces, and SWOT analyses. This digital marketing plan represents an opportunity and a feasible investment for Patricia Sport, as an ROI of 18.36% is projected. The suggested budget takes advantage of the potential of digital channels to maximize the commercial success of the company through 10 essential activities, which allow for the effective implementation of the strategies described in each component of the marketing mix.
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Keywords
Plan, Marketing, Posicionamiento, Ventas, Estrategias