Estrategia de marketing digital en la Piladora "Mejía Coca" ubicado en la ciudad de Babahoyo, en el periodo 2023.
| dc.contributor.advisor | Gómez Costain, Danny Javier | |
| dc.contributor.author | Fajardo Moreno, Betsy Mayerli | |
| dc.date.accessioned | 2024-08-23T14:52:54Z | |
| dc.date.available | 2024-08-23T14:52:54Z | |
| dc.date.issued | 2024 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/17005 | |
| dc.description | The objective of this project is to create digital marketing strategies in Piladora Mejia Coca in order to achieve a positive impact on the business and contribute to local economic development, since the rice sector both in the city of Babahoyo and nationally greatly affects the economy, being one of the main livelihood activities of many families in the region, and it becomes necessary to promote innovation in the marketing processes of this productive area. The problem in the case, revolves around the difficulties that the Piladora Mejia Coca has to attract and retain customers through digital media, as a result of the fact that, not having effective marketing, the work done for online promotion purposes does not guarantee results, and affect the commercial part. The methodology used in the development of the research considers the deductive method and the application of an interview with the owner of the establishment, which yielded information that was tabulated for better analysis. As a conclusion, it is indicated that the piladora has many shortcomings in its marketing procedures, therefore, it is advisable to opt for strategies that focus on disseminating trending contents that attract consumers and benefit the business trade. | es_ES |
| dc.description | The objective of this project is to create digital marketing strategies in Piladora Mejia Coca in order to achieve a positive impact on the business and contribute to local economic development, since the rice sector both in the city of Babahoyo and nationally greatly affects the economy, being one of the main livelihood activities of many families in the region, and it becomes necessary to promote innovation in the marketing processes of this productive area. The problem in the case, revolves around the difficulties that the Piladora Mejia Coca has to attract and retain customers through digital media, as a result of the fact that, not having effective marketing, the work done for online promotion purposes does not guarantee results, and affect the commercial part. The methodology used in the development of the research considers the deductive method and the application of an interview with the owner of the establishment, which yielded information that was tabulated for better analysis. As a conclusion, it is indicated that the piladora has many shortcomings in its marketing procedures, therefore, it is advisable to opt for strategies that focus on disseminating trending contents that attract consumers and benefit the business trade. | es_ES |
| dc.description.abstract | En el presente proyecto se tiene como objetivo crear estrategias de marketing digital en la Piladora Mejía Coca con el fin de lograr un impacto positivo en el negocio y contribuir al desarrollo económico local, puesto que el sector arrocero tanto en la ciudad de Babahoyo, como a nivel nacional incide grandemente en la economía, siendo una de las actividades de sustento principales de muchas familias en la región, y se vuelve necesario promover la innovación en los procesos de marketing de esta área productiva. La problemática en el caso, gira en torno a las dificultades que tiene la Piladora Mejía Coca para captar y fidelizar clientes por medios digitales, como efecto de que, al no contar con efectivas de marketing, las labores efectuadas con fines de promoción online no garantizan resultados, y afectan la parte comercial. La metodología empleada en el desarrollo de la investigación considera el método deductivo y la aplicación de una entrevista dirigida al propietario del establecimiento, la cual arrojó información que fue tabulada para su mejor análisis. Como conclusión se indica que la piladora cuenta con muchas falencias en sus procedimientos de marketing, por tanto, es recomendable optar por estrategias que se enfoquen en difundir contenidos en tendencia que atraigan a los consumidores y se beneficie el comercio del negocio. | es_ES |
| dc.format.extent | 41 p. | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | Babahoyo: UTB-FAFI. 2024 | es_ES |
| dc.rights | Atribución-NoComercial-SinDerivadas 3.0 Ecuador | * |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/ec/ | * |
| dc.subject | Marketing digital | es_ES |
| dc.subject | Estrategias de marketing | es_ES |
| dc.subject | Presencia digital | es_ES |
| dc.title | Estrategia de marketing digital en la Piladora "Mejía Coca" ubicado en la ciudad de Babahoyo, en el periodo 2023. | es_ES |
| dc.type | bachelorThesis | es_ES |
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