Plan de marketing digital para mejorar el posicionamiento de la empresa Luboil del Ecuador S.A en la ciudad de Quito

Abstract

This study was based on the development of a digital marketing plan, with the purpose of improving the positioning of a company called Luboil del Ecuador S.A headquartered in Quito city, for which several study methods such as tools, techniques and instruments were used in order to determine the current situation of the company. The application of a survey to the target audience determined the degree of positioning of the company in the Quito market, which was extremely important information that could be collected for the development of this research, where the factors that establish the position of the company were analyzed. With the application of an interview applied to the CEO of the company, it was possible to identify its critical points such as the lack of a marketing application either traditional or digital, which becomes a factor that determines the success of a business within the market not to mention an inefficient communicative management along with the information that the company intends to transmit to its target audience. Through the market study, it was possible to define that despite being a company with a long history in Quito, the population has limited knowledge about the presence of the company or the products it distributes. Therefore, it is advisable to apply and take advantage of the strategies that were developed and presented through the research carried out as these will improve the correct positioning of the company and help people to associate the company with the products it distributes.