Blended marketing para posicionar a la empresa fomosport en el Cantón Cevallos

Abstract

This Degree Work addresses the issue of how the company under study lost market share by not making use of effective online and offline strategies. Therefore, the main objective was to create a Blended Marketing plan for the positioning of the company FOMOSPORT during the year 2023. To achieve this, research was carried out combining qualitative and quantitative approaches, using a descriptive approach to evaluate each variable independently. The design was non-experimental, cross-sectional, documentary, and field. Deductive and inductive methods were used as well. The sample used in the research was 384 people, and several techniques were applied, such as observation, documentation, interviews, and surveys. Additionally, the use of eye-tracking equipment, they were subjected to a validation and reliability process to ensure their reliable use. As a result, it was found that the company does not have high recognition in the market and has lost market share, thus validating the idea to defend the use of blended marketing to position the company since the correct use of the strategies proposed makes it possible to improve positioning and commercial activities. Consequently, it is concluded that blended marketing does indeed have an impact on positioning, so it is recommended to create strategies associated with the business objectives and aligned to its needs to achieve greater recognition.