Plan de mejora para la gestión de las estrategias digitales en la empresa office Clean en la provincia de Pichincha

Abstract

The "Improvement plan for the management of digital strategies in the Office Clean company in the province of Pichincha" aims to improve the company's positioning by proposing digital strategies to engage new customers. This plan is research conducted with a mixed approach at an exploratory and descriptive level. In addition, a field study was conducted by observation, an interview with the operational manager, and a survey addressed to the company's employees and the families of the Kennedy settlement. These procedures were essential to discover internal and external aspects of the business environment, such as the existence of potential demand in the sector, with 51% of the population choosing to receive information through social networks such as Facebook, WhatsApp, and Instagram; however, 88% of the population is unaware of the company although it implements certain digital strategies. These findings determined that the company's positioning could be higher, in addition to the absence of a plan to improve digital strategies. With these data, a SWOT analysis was carried out, which allowed the crossing of variables to define the strategies. Next, the main objective of the improvement plan was determined, and the improvement plan for digital strategies was developed, which established strategies such as the development of content marketing, video marketing, change of interface of the Facebook page, redesign of the Instagram profile, management of WhatsApp Business, among others. Finally, it is recommended to implement improvement actions proposed in the plan and improve the corporate image to improve the company's positioning