Plan estratégico de marketing con inteligencia de mercado para fortalecer el modelo de negocio hibrido radio & digital de Forever Music S.A. en Guayaquil.

Abstract

The objective of this study is to design a strategic marketing plan with market intelligence to strengthen Forever Music S.A.'s hybrid radio & digital business model in the city of Guayaquil. The decline in advertising investment in traditional media has been notable in recent years, due to the growth of new digital platforms and changes in public consumption habits, which has led many traditional media outlets to begin changing their structure to a multi-platform approach. The research was conducted using a mixed, non-experimental, descriptive approach, through surveys where the results were shown in frequency tables and variables were also identified in order to work with cross-tables using Google Collab, with the aim of identifying trends, social media use, and the respondents' knowledge of Forever Music S.A. The results showed that radio is still an important traditional medium, but usually in the car or on portable radios, at specific times of the day. Networks such as TikTok and Instagram predominated in most results, regarding the constant use of these applications by respondents and the type of content they view most. The redesign of the business model using the Canvas Model is proposed, as well as the implementation of a database using CRM to improve the flow of information, allowing for better results.