Agencia de marketing digital para pymes con enfoque incluyente en la ciudad de Bogotá

Abstract

The purpose of this work is to present a strategic and innovative proposal for the creation of a venture corresponding to a digital marketing agency with an inclusive approach that can be developed in an innovative environment in which inclusion is playing a key role because it is understood that organizations should strive to reach more markets in which the audiences to be impacted are not homogeneous. This proposal aims to provide a solution to the key points involved in a business plan through various points that converge in an accurate strategic planning that aims for the success of the business idea. In this sense, key points for the business proposal were addressed as the justification to understand the relevance of the project, the objectives with its scope, analysis of the micro and macro environment in which the project will be developed to understand the different effects that converge, a market study to analyze the economic sector, the competition and what are the estimated sales projections, an operational study to understand the necessary aspects for the operation of the company, an organizational and legal study for the constitution of the project within the most optimal norms and standards. Additionally, the marketing and organizational strategies will be addressed along with the analysis of organizational processes that will complement the structuring of the agency. Finally, the financial formulation and evaluation will be the means to structure the economic viability of the project.