Marketing digital para el posicionamiento de la microempresa “Rojo Extremo” de la ciudad de Riobamba

Abstract

In the following study, the application of a digital marketing plan was proposed for a microcap called Rojo Extremo in order to improve its positioning in the market of Riobamba city, as it constitutes a factor of utmost importance, by applying a qualitative-quantitative study which helped with the analysis of results obtained and techniques such as an interview to the owner of the company and a survey to the active economic population of the city, which showed poor results about the positioning of the company. These techniques evidenced that most of people use web pages, social networks, e-mails, among others. It should be noticed that these people do not associate the brand with its commercial activity. In addition, matrices like (Foda, strategic Foda, competitive profile matrix, EFI Matrix, EFE) were elaborated which allowed to carry out a deep analysis of the company. For the development of the digital marketing plan different strategies to achieve their positioning were presented along with the creation of a website, presence in social networks, redesign of the brand, training on digital marketing and so forth. The application of the different strategies allows to fulfill the proposed objectives and the positioning of this microcap in the market of Riobamba city.