Plan de marketing digital para posicionar a la empresa Grupo Telgar de la ciudad de Riobamba

Abstract

The objective of this research work was the elaboration of a Digital Marketing Plan for positioning the company Grupo Telgar in Riobamba city of Chimborazo province. Regarding the methodology, a qualitative and quantitative approach was applied, applying techniques such as the survey that was directed to the external public of the company and also considered the interview that was applied to the manager of the company with a non-experimental cross-sectional research design and the type of documentary and field study. The methods used were deductive, inductive and Cronbach's Alpha for the validation of the instrument. For the sample size, the economically active population (EAP) of Riobamba was taken into consideration; therefore, the sampling was applied for proportional fixation to determine the number of surveys to be applied in Riobamba city. According to the data obtained from the application of the survey, it was determined that the company does not have a good level of positioning due to the fact that most of the population does not know about the company, so a situational analysis of the company was carried out. Subsequently, digital marketing strategies were proposed through digital media. Finally, it is concluded that the digital marketing plan will allow the company Grupo Telgar to position itself in the market and obtain new potential customers.