Plan de marketing digital para el posicionamiento de la empresa Ferretería Roldan del cantón Cumandá

Abstract

The aim of this degree project was to design a digital marketing plan, through the proposal of strategies and tactics that allow the position of the “FERRETERÍA ROLDAN”, in the Cumandá canton. To carry out the research, considering a qualitative and quantitative approach, the descriptive level, non-experimental, cross-sectional, the type of survey used was documentary and field, with deductive and inductive methods, necessary to guide the research, for this an interview conducted with the owner of “FERRETERÍA ROLDAN”, direct observation on the digital platforms of the company and a survey of the PEA of Cumandá, each of them subjected to a process of validity and reliability. Among the most relevant findings of the research, it found that manage of social networks is decisive in a successful positioning communication among users and the company is strengthened since they go to spaces such as Facebook, Instagram, WhatsApp to get promotions and perform; In addition, brand recognition significantly increased, so investment in tools that strengthen “FERRETERÍA ROLDAN” and its products online, is necessary. It concluded that the company through manage of digital marketing and its tools, can create favorable scenarios for a strong brand positioning by consumers, so it recommended the continuous design of strategies and monitoring of the same to meet the market.