Diseño de un plan de marketing digital para el restaurante Caribou bar & grill de la ciudad de Ibarra para el año 2020
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Date
2019
Journal Title
Journal ISSN
Volume Title
Publisher
PUCE - Ibarra
Abstract
Este trabajo de titulación pretende generar una propuesta innovadora que permita mejorar las comunicaciones integradas de marketing de Caribou Bar&Grill de la ciudad de Ibarra, con la finalidad de incrementar sus ventas y posicionar su marca.
En primer lugar, se desarrolla el estado del arte, para que el lector comprenda a través del análisis de documentos de diversos autores el desarrollo de la investigación y las estrategias de marketing que se proponen en el plan de marketing digital.
A continuación, se explican los materiales y métodos, en este apartado se analiza la metodología y el alcance que tiene la investigación, además se realiza el cálculo de la muestra, se establecen las técnicas e instrumentos para el levantamiento de información, así como los procedimientos para el procesamiento y análisis de datos.
El punto cinco corresponde al análisis situacional, un apartado fundamental para la elaboración del plan de marketing digital. Con la información levantada se realiza un diagnóstico de la empresa y sus estrategias de marketing, además se analiza la competencia, las necesidades y preferencias de los clientes actuales y potenciales.
Luego se establece una propuesta de plan de marketing digital para aplicar en Caribou Bar&Grill aplicando estrategias que permitan cumplir los objetivos y que permitan cubrir las necesidades de la empresa y los clientes encontradas en el análisis situacional.
Finalmente se desarrolla las conclusiones y recomendaciones del trabajo de investigación.
This graduation work aims to generate an innovative proposal that allows to improve the integrated marketing communications of Caribou Bar & Grill of the city of Ibarra, with the purpose of increasing its sales and positioning its brand. First, the state of the matter is developed, so that the reader understands through the analysis of documents of various authors the development of the research and the marketing strategies proposed in the digital marketing plan. Next, the materials and methods are explained, in this section the methodology and scope of the research are analyzed, in addition the calculation of the sample is performed, the techniques and instruments for the collection of information are established, as well as the procedures for data processing and analysis. Point five corresponds to situational analysis, a fundamental section for the development of the digital marketing plan. With the information collected, a diagnosis of the company and its marketing strategies is made, in addition the competition, needs and preferences of current and potential customers are analyzed. Finally, a proposal for a digital marketing plan is established to apply at Caribou Bar & Grill, applying strategies that meet the objectives and allow the needs of the company and customers found in the situational analysis to be met. Finally, the conclusions and recommendations of the research work are developed.
This graduation work aims to generate an innovative proposal that allows to improve the integrated marketing communications of Caribou Bar & Grill of the city of Ibarra, with the purpose of increasing its sales and positioning its brand. First, the state of the matter is developed, so that the reader understands through the analysis of documents of various authors the development of the research and the marketing strategies proposed in the digital marketing plan. Next, the materials and methods are explained, in this section the methodology and scope of the research are analyzed, in addition the calculation of the sample is performed, the techniques and instruments for the collection of information are established, as well as the procedures for data processing and analysis. Point five corresponds to situational analysis, a fundamental section for the development of the digital marketing plan. With the information collected, a diagnosis of the company and its marketing strategies is made, in addition the competition, needs and preferences of current and potential customers are analyzed. Finally, a proposal for a digital marketing plan is established to apply at Caribou Bar & Grill, applying strategies that meet the objectives and allow the needs of the company and customers found in the situational analysis to be met. Finally, the conclusions and recommendations of the research work are developed.
Description
Keywords
Marketing, Digital, Mercadotecnia