Plan de marketing online para la empresa “Sofarelsa S.A.” en el sector comercial.

Abstract

The present research work has as a general research objective, to design a marketing plan online for the company Sofarelsa S.A., for this in the first instance, the principles of a strategic marketing plan were based on the principles of Kotler and Armstrong, allowing to identify that a planning process, part of a situational analysis of the company to know the strengths and weaknesses, also about how it is necessary to know the market by evaluating the clients to determine their perception of the product they receive. Regarding the methodological design, an exploratory and descriptive study is carried out through a qualitative approach carried out to the management of Sofarelsa S.A. It was found that the company does not have a marketing plan, much less carries out digital actions to promote and disseminate both the product and the business model, which affects the acquisition of new customers. Finally, through the quantitative approach using the survey, we proceed to identify two relevant market segments such as the retailer and the wholesaler, which is the last one selected to develop the marketing plan through the conversion process of interested people to potential customers through the use of digital tools. A process was also developed from the point of sale in which the quality of the product and the commitment to enter into negotiations as suppliers for companies, distribution stores in the country's provinces can be made known.