Estrategias de comunicación para la empresa Mainpro Parts en la ciudad de Santo Domingo de los Tsáchilas.

Abstract

This research studies the digital positioning challenges faced by Mainpro Parts, an automotive parts company located in the city of Santo Domingo de los Tsáchilas, and how to improve its presence in digital media. The absence of digital strategies along with competition from the informal market and the economic consequences of the pandemic are problematic in this research. To get an idea of the business environment, tools such as SWOT, PESTA and Porter's model were applied. We also conducted surveys that revealed that many of the respondents prefer generic spare parts because of their low cost. In response to these results, a marketing plan was developed with the objective of achieving digital positioning. This includes specific strategies for social networks and a more precise segmentation of the market, taking advantage of the growth of the automotive sector. The main objective is to strengthen brand presence, especially against the competition, and to build stronger relationships with customers on social networks.