Plan estratégico de marketing digital de la empresa Sémola S.A. para incrementar su posicionamiento en el mercado.

Abstract

The objective of this work is to develop a digital marketing plan for the company Sémola S. A. to increase its position in the market, taking into account that the company has been operating for three years, but it doesn’t have any advertising tools or a marketing department, therefore the recognition of its brand is quite low. All the corresponding investigation were carried out to publicize and establish what a marketing plan means, its structure, benefits, main elements and tools involved such as websites, social networks, search engines, content marketing and influencers. In addition, a survey was carried out on 385 people, these belong to the sample of the population of Guayaquil. The age range considered is between 18 and 65 years since at these ages, they use mobile devices, have knowledge about online purchases and they manage their own bank accounts. This survey helped determine the perception or inclination of people to buy bakery and pastry products through digital channels. Afterwards, a PESTA analysis was carry out, Porter’s 5 forces were established, the evaluation matrix of external and internal factors was determined and the internal analysis of the company was developed. To conclude, the budget was determined to implement the digital marketing plan in order to establish the feasibility of implementing a marketing department that provides this new digital shopping service.