Diseño de estrategias digitales para la microempresa con Corazón en la ciudad de Azogues.

Abstract

This curricular integration project to design digital strategies for the microenterprise Con Corazón in the city of Azogues. The methodology used for this project is supported by literature review with a focus on digital marketing. Then a situational analysis of the microenterprise is carried out which allows us to clearly identify the weaknesses and strengths it has to take advantage of the opportunities offered by the market, in turn the level of competitiveness of the microenterprise can be evidenced. After the research carried out, in its analysis obtained through interviews and surveys, the results indicate that most people prefer a physical space to make their purchases, a place that the microenterprise already has, it is also evident that it has loyal customers who are outside the country and are the ones who still contact it for the acquisition of their products, it is for this reason that the proposal of create a web page is suggested, to achieve greater reach in the market inside and outside the country. In addition, the marketing plan is considered three viable strategies focused on digital media with promotions, gifts, raffles, whose purpose is to generate a hook with the online store so that customers know and consume from a web page. And finally, there is the financial analysis that indicates a return on investment for the implementation of the marketing plan with a profit for the first year of 220%, up to 368% for the fifth year, this increase is equivalent to 148 points more in favor.