Plan de marketing digital para el posicionamiento de la microempresa Calzado Paso Fino de la ciudad de Riobamba

Abstract

The present study about a digital marketing plan for the positioning of Calzado Paso Fino, a microcap company located in Riobamba city focused on improving market positioning, the main objective of this study was the development of digital tools managed effectively. In the present investigation, a quantitative methodology was used, that is, a survey was applied to obtain quantitative data, these data were analyzed and interpreted and converted into qualitative data. On the other hand, thanks to the applied field research, it was possible to obtain as main results that the microcap company lacks of a management on digital tools, which has not allowed it to position itself in the market and in the mind of the consumer. Important strategies were developed that need to be applied to obtain successful results, it was recommended to manage all digital tools properly, technically and professionally. On the other hand, it was advised to focus both financial and human resources on managing this project properly. It was taken into account that one of the opportunities of the company is that it had enough capital, so an investment in social networks was suggested to achieve an excellent positioning of the company and thus generate higher income in such a way that the microcap company called Calzado Paso Fino can be recognized in Riobamba city and around the country as it was the main goa lof the company.