Plan de marketing digital para posicionar la empresa Frenos Ya en la ciudad de Quito

Abstract

This research work called digital marketing plan to position the company Frenos Ya in the city of Quito aimed to attract new customers, build customer loyalty and increase market share through digital media in which the company had no presence and also restored those digital media that were not used. The research was carried out on 384 people who were selected through a sample of people who own vehicles in the city of Quito with data obtained by the Metropolitan Transit Agency (AMT). In addition, several internal and external analyses of the company were conducted with the manager based on the value chain matrix, PEST matrix, Michael Porter's 5 forces matrix, and SWOT matrix. The results obtained reflected a low positioning because their strategies were not supported by research and had been executed empirically throughout these years. To develop the proposal, a pilot test was conducted in which several strategies were designed and executed in digital media such as brand design, social networks, website, customer relationship management (CRM) adapted to current marketing trends, which contributed positively to the positioning of the company. It is recommended to implement this proposal and update it partially or totally as needed to contribute frequently to the positioning of the company and not to neglect its presence on the Internet, since technology advances at great speed and if it does not adapt to new trends, its permanence in the market may be compromised.