Plan de marketing digital para posicionar la empresa Arkana sabores de otro mundo en la ciudad de Riobamba

Abstract

The objective of this degree work was to design a digital marketing plan to position the company “Arkana Sabores de Otro Mundo” in the city of Riobamba, the same one that it devoted to its continuous business improvement by learning about its strengths and weaknesses to give a boost to the creation of sources of employment. A mixed methodological study was applied, through qualitative-quantitative approaches thanks to the application of instruments such as the survey directed at key actors, which in this case are the economically active population and the interview directed towards the Eng. Roger Zambrano legal representative of the organization, in order to determine and analyze the high impact variables that affect the company, taking into account the internal as well as the external environment. For the statistical analysis, tools such as the SWOT matrix, MEFI, MEFE, INTERNAL-EXTERNAL, RMG, COMPETITIVE PROFILE AND FIELD OBSERVATION were used, showing the population the application of internet as a resource of communication and information, later, due to the trajectory of competition, different brands have positioned themselves thanks to digital platforms. Under this reason, it is concluded to design a digital marketing plan allows to maximize the reach of the brand, in order to obtaining immediate results, taking into account that everything that is measurable can be improved, thereby increasing the market share. It is recommended to keep a constant analysis of the current state in addition to the competition, always preserving innovation, which consents the company to exceed consumer expectations more efficiently and effectively.