Plan de marketing digital para posicionar la empresa SB Frutos Secos de la ciudad de Ambato

Abstract

The present study about a curricular integration was based on the design of a “Digital marketing plan for the company Sb Frutos Secos located in Ambato city”, which aims to improve the positioning of the organization within the local market. Regarding the methodological framework, the research corresponds to a mixed approach with a descriptive level. In addition, it was a non-experimental and cross-sectional design; the types of research applied were documentary and field. The inductive, analytical and synthetic methods were applied. As for the information gathering techniques, a survey and an interview were used. A survey was applied to the economically active population in Ambato city while an interview was applied to the manager of the company. Subsequently, the results obtained in the research process were analyzed and interpreted, showing that the company is not positioned in the market due to a low digital presence, as it does not implement digital marketing strategies that have limited its actions at the time of promoting its products to the target population. That is why, a proposal has been made, which is constituted by a diagnosis of the situation, objectives, strategies, tactics, action plan and control. It is concluded that the implementation of this proposal will allow the organization to meet the needs of the existing demand in a changing market in order to achieve a higher impact through the use of digital media, allowing to improve the positioning of the company, contributing to improve its profitability and competitiveness. Therefore, the application and monitoring of this digital marketing plan is recommended in order to achieve the expected results.