Proyecto de factibilidad de marketing virtual y relacional para la Empresa Comercial “Don Cheno” en la ciudad de Riobamba, período 2015

Abstract

The present project of feasibility of virtual and relational marketing to the trading Company “Don Cheno” provides theoretical knowledge on topics about topics such as: relationship marketing, market research and also about social networks. It is considered virtual and relational marketing as the main process of the project. All the investigation has direct relationship whit the present work, as consequence we have taken into account the terms investigated for its successful implementation in practice. In the first part talks about the problem, that lay in the lack of knowledge of business issues related to marketing from a relational approach and even more virtual by the directors of the company, which has taken them to manage their business simply based on experiences and in an empirical way. Following we develop the theoretical framework, where we can see the different theories on similar projects and also it is related to the search for all terms that the directly related to this topic. Subsequently, it is detailed the methodology that we used in order to collect data, and we elaborate an interview to apply to the manager of the company and also a market study that determine the feasibility of implementing strategies about virtual and relational marketing. After that, we did the business identification, which consists of Historical Review, Mission, Vision, Corporate Values, besides F.O.D.A., followed by the design and budget strategies, and finally to develop the conclusions and recommendations.