Plan de marketing digital para posicionar a la empresa Jatun Yachay Sovilecs “JYS” Juventud y Sabiduría C.L. en la ciudad de Riobamba, provincia de Chimborazo

Abstract

The main objective of this degree work called Digital Marketing Plan for positioning the company Jatun Yachay Sovilecs "JYS" was to improve the position of the company in Riobamba city through digital marketing strategies. The methodology used in the research was a mixed approach since the quantitative method was used to understand the research through numerical data and the qualitative method was used to carry out an objective analysis of the company's environment, in the same way, the level of applied research was the exploratory and descriptive for the collection of information. Through the various research methods, the results allowed us to verify that the training company needed to increase its presence and positioning in the market, and this will be achieved thanks to the implementation of strategies aimed at improving the digital marketing of the company, applied surveys. It was possible to deduce the way in which the organization was being perceived, this perception being very far from what was wanted to be achieved, even though the company had the appropriate strengths, there was no correct management to meet the business objectives. For this reason, the application of a digital marketing plan was essential to improve the presence or positioning of the JYS company and the development of this work allowed us to have a clearer vision of the problems so that a correct digital marketing planning was achieved. Therefore, the implementation of this degree work is recommended to obtain a specific base to improve the positioning of a company.