Diseño del plan estratégico de marketing digital para mejorar la posición estratégica y desempeño comercial de la empresa Puríssima S.A. para el período 2022-2025.

Abstract

In the increasingly competitive business environment, it is necessary for companies to achieve their business leadership in digital environments which are used by the majority of the population. Purissima S.A., is an SME in the beverage sector in Ecuador, based in the city of Manta and with a presence in the province of Manabí and part of the city of Guayaquil. In this research, the objective was to design a digital marketing plan through the 4S model for the next 4 years of business operations. The 4S model allows evaluating the components of strategy, sales, systems and supervision that the company is currently applying versus those that it should be applying to increase its position in the market. It was shown that all companies in the beverage sector, like Purissima, do not have a digital presence and the way in which they transmit their value proposition to the final consumer is not entirely clear. In addition, it was identified that the sales process is incomplete, which affects brand loyalty and the sustained loss of potential customers. The economic-financial feasibility analysis obtained an IRR of 35% and a NPV of $26,657 against a discount rate of 13.20%. It is concluded that the implementation of the plan will have a positive impact on the positioning and sales of the company. The implementation of the strategic digital marketing plan developed is recommended, while implementing control tools that help evaluate the achievement of the established organizational goals.