Diseño de estrategias de marketing social y de contenido para posicionamiento de la marca orgánica Bananfruit S.A. en Estados Unidos.

Abstract

This case study addresses social and content marketing strategies with the objective of positioning the company Bananfruit S.A. in the United States market. The research was developed with a non-experimental design, with a descriptive scope and a qualitative and quantitative approach. Likewise, the information used to construct this research is from secondary sources, obtained from scientific research, degree theses and articles from journals. On the other hand, the type of sampling used in this case study is simple random, in which the questionnaire and interview tool is used to collect the necessary information; In addition, the type of stratified sampling was used, since one of the surveys was directed towards companies that are already clients and towards companies that could become potential clients. Through this research work it was possible to verify that the United States is one of the largest consumers of organic bananas in the world, with Miami and Los Angeles being the main ports to which Bananfruit S.A. exports. Currently, there are several organic banana exporting companies already present in the US market. In this context, and finally, a proposal for social and content marketing strategies is proposed that aims to expand the customer portfolio, build customer loyalty and therefore increase sales.