Plan de marketing digital para el posicionamiento de la empresa “Jc Distribuciones” de la ciudad de Ambato

Abstract

This research focused on developing a digital marketing plan and its influence on positioning the "JC DISTRIBUCIONES” company in Ambato City. The main objective of this research was to design digital marketing strategies aligned with the organization through a market study that enables the development of high-impact strategies fostering competitive growth in the market. The initial phase involved gathering information about digital marketing and e-commerce specifically for wholesale home goods companies, supported by an extensive literature review. The research methodology employed a qualitative, quantitative, and mixed approach. Data collection techniques such as surveys, interviews, and direct observation were also necessary. These techniques were directed towards the economically active population of Ambato and the company manager, respectively. A non-experimental cross-sectional study design was applied. The research methods used included inductive, deductive, analytical, and synthetic approaches. The findings revealed that the company has lost market share and reduced recognition due to a lack of consistent communication strategies targeting its intended audience. The development of the proposal included an analysis of external and internal factors that directly or indirectly affect the company. This analysis required tools such as SWOT analysis, MEFI and MEFE matrices, POA, and ROI. Finally, digital marketing strategies were formulated based on principles of identifying needs, desired benefits, and digital marketing, meticulously designed using literature and field information. Finally, a digital marketing plan model aligned with the business objectives is recommended.