Plan de marketing digital para posicionar el mercado central en la parroquia San Juan, de la ciudad de Riobamba

Abstract

The present study entitled: Digital Marketing Plan to position the central market in San Juan parish, located in Riobamba city is aimed at positioning the place through the use of digital tools such as a website, social networks, search engines etc. This study began with the análisis about the current situation of the market, developing this step through matrices that determined the variables that defined opportunities, threats, strengths and weaknesses. This has allowed to verify that the organization is in total government abandonment, which has not allowed to provide higher benefits to small merchants who work there. On the other hand, a market study was carried out by using a survey which was applied to the economically active population of Riobamba city in order to determine the degree of knowledge about the existence of the market and at the same time to know the most common platforms. This process determined the main market deficiencies such as: It lacks a logo that represents and identifies it, it does not have a presence on the web and additionally, its products are not promoted. Therefore, it is concluded that the central market in San Juan shows an inefficient and poor management of social networks and other digital tools, so that it is recommended to apply the study which contains a strategic proposal to generate presence and interaction