Estrategias digitales en el Spa de Uñas Cleopatra del cantón Babahoyo, durante el período 2024.
| dc.contributor.advisor | Ortiz Mosquera, César Geovanny | |
| dc.contributor.author | Medina Bajaña, Veycky Elizabeth | |
| dc.date.accessioned | 2025-04-30T21:03:56Z | |
| dc.date.available | 2025-04-30T21:03:56Z | |
| dc.date.issued | 2024 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/18134 | |
| dc.description | This case study entitled “Digital strategies at Cleopatra Nail Spa in Babahoyo canton, during the period 2024.” focused on the analysis of the digital strategies used by Cleopatra Nail Spa, located in Babahoyo canton. Despite being a business with several years in the market, it faces difficulties in positioning itself and attracting new clients due to the lack of a comprehensive digital approach. Challenges such as inconsistency in publications and inefficient use of social networks are identified, which limits its visibility and growth in a highly competitive and digitalized environment. Through interviews and a SWOT analysis, the need to optimize the spa's digital strategies to improve its online presence and customer loyalty is evident. In effect, it is concluded that, with these improvements, Cleopatra Nail Spa will be able to strengthen its position in the local market, attract more clients and guarantee its sustainability over time, adapting to the trends and demands of the modern consumer. The Spa has used social media such as Instagram and Facebook to promote its services, but lack of optimization has limited its reach, especially among the younger audience. Poor planning and lack of knowledge in network management have affected the effectiveness of its digital strategies. The SWOT analysis reveals strengths such as loyalty through personalized promotions, but also weaknesses in the inconsistency of content and low interaction, as well as threats such as competition. | es_ES |
| dc.description | This case study entitled “Digital strategies at Cleopatra Nail Spa in Babahoyo canton, during the period 2024.” focused on the analysis of the digital strategies used by Cleopatra Nail Spa, located in Babahoyo canton. Despite being a business with several years in the market, it faces difficulties in positioning itself and attracting new clients due to the lack of a comprehensive digital approach. Challenges such as inconsistency in publications and inefficient use of social networks are identified, which limits its visibility and growth in a highly competitive and digitalized environment. Through interviews and a SWOT analysis, the need to optimize the spa's digital strategies to improve its online presence and customer loyalty is evident. In effect, it is concluded that, with these improvements, Cleopatra Nail Spa will be able to strengthen its position in the local market, attract more clients and guarantee its sustainability over time, adapting to the trends and demands of the modern consumer. The Spa has used social media such as Instagram and Facebook to promote its services, but lack of optimization has limited its reach, especially among the younger audience. Poor planning and lack of knowledge in network management have affected the effectiveness of its digital strategies. The SWOT analysis reveals strengths such as loyalty through personalized promotions, but also weaknesses in the inconsistency of content and low interaction, as well as threats such as competition. | es_ES |
| dc.description.abstract | Este estudio de caso titulado “Estrategias digitales en el Spa de uñas Cleopatra del cantón Babahoyo, durante el período 2024”. se centró en el análisis de las estrategias digitales utilizadas por el Spa de Uñas Cleopatra, ubicado en el cantón Babahoyo. A pesar de ser un negocio con varios años en el mercado, enfrenta dificultades para posicionarse y atraer nuevos clientes debido a la falta de un enfoque digital integral. Se identifican desafíos como la inconsistencia en las publicaciones y el uso poco eficiente de las redes sociales, lo cual limita su visibilidad y crecimiento en un entorno altamente competitivo y digitalizado. A través de entrevistas y un análisis FODA, se evidencia la necesidad de optimizar las estrategias digitales del spa para mejorar su presencia en línea y fidelización de clientes. En efecto, se concluye que, con estas mejoras, el Spa de Uñas Cleopatra podrá fortalecer su posición en el mercado local, atraer a más clientes y garantizar su sostenibilidad en el tiempo, adaptándose a las tendencias y demandas del consumidor moderno. El Spa ha utilizado redes sociales como Instagram y Facebook para promocionar sus servicios, pero la falta de optimización ha limitado su alcance, especialmente entre el público joven. La planificación deficiente y el desconocimiento en la gestión de redes han afectado la efectividad de sus estrategias digitales. El análisis FODA revela fortalezas como la fidelización mediante promociones personalizadas, pero también debilidades en la inconsistencia del contenido y baja interacción, además de amenazas como la competencia. | es_ES |
| dc.format.extent | 41 p. | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | Babahoyo: UTB-FAFI. 2025 | es_ES |
| dc.rights | Attribution-NonCommercial-NoDerivs 3.0 United States | * |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/us/ | * |
| dc.subject | Estrategias digitales | es_ES |
| dc.subject | Redes Sociales | es_ES |
| dc.subject | Promoción online | es_ES |
| dc.subject | Nuevas tendencias | es_ES |
| dc.subject | Fidelización | es_ES |
| dc.subject.other | Comercio | es_ES |
| dc.title | Estrategias digitales en el Spa de Uñas Cleopatra del cantón Babahoyo, durante el período 2024. | es_ES |
| dc.type | bachelorThesis | es_ES |
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