Plan de marketing digital para posicionar la Cooperativa de Transporte El Prado en la ciudad de Riobamba

Abstract

Cooperativa de Transporte "El Prado" faces challenges to position itself in the urban transport market in Riobamba, due to a limited digital presence and the absence of formal digital marketing strategies. This research aimed to develop a digital marketing plan to improve its positioning, optimizing its visibility and competitiveness in the market. The study implemented a mixed approach (quantitative and qualitative) with a descriptive scope, using a field research methodology, non-experimental and transversal in nature. Through user surveys and interviews with the cooperative's staff, the current situation of the company was analyzed, identifying strengths, weaknesses and opportunities. Among the main findings, it was highlighted that 39.2% of users rate the service as excellent, while 70.6% point out punctuality as the main aspect to improve. In addition, the urgent need to strengthen the presence in social networks and develop a functional web page to provide relevant information, such as routes and schedules, was identified, given that 70.6% of users consider it a priority. Based on these results and the literature review, strategies such as optimizing social networks, implementing digital advertising, creating an optimized website, and loyalty programs were proposed. These actions are aimed at increasing brand visibility, improving interaction with users, and positioning Cooperativa de Transporte "El Prado" as a leader in the urban transportation sector in Riobamba.