Browsing by Author "Castillo Montes, John Sebastian"
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Item Diseño de plan de marketing digital para el posicionamiento y competitividad en el mercado de la empresa dversh exclusive pyme del sector textil 2023-2024(Universidad Santiago de Cali, 2023) Castillo Montes, John Sebastian; Burbano Ceron, Jose Maria (Director)To determine a strategic plan for the use of e-commerce and digital marketing tools for the company Dversh Exclusive, it is necessary to evaluate previous experiences on the subject, in order to analyze sector strategies, competitors, sales and thus implement good practices that allow the company to improve its competitiveness. An internal and external situational analysis was conducted to better understand the current situation of the company and identify its weaknesses, opportunities, strengths, and threats in order to determine a strategic marketing plan for the positioning and competitiveness in the market of the company Dversh Exclusive in that order of ideas strategies were planned to help achieve the objective of this work. In order to further investigate the effects of the whole period of the Covid-19 pandemic where the importance of creating these strategic plans in companies was evidenced and the use of these digital tools has been of great help when implementing it in practice on the automation of processes and the use of social networks is achieved to establish strategic marketing plan to be implemented in the company Dversh Exclusive with respect to the marketing mix, which includes the product line of the company, pricing policy, distribution channels and customer service philosophy. Obtaining the strategic marketing plan based on increasing the company's positioning and competitiveness which should be executed over 12 months, with a start date of January 2023. With the execution and completion in December 2023 it is expected to meet all the proposed goals of the virtual store, allowing it to improve its positioning and competitiveness to gain greater recognition in the fashion market throughout the national territory. This project ends with the strategic approach and to be analyzed by the manager of the company to carry it out in the future, analyzing its implementation since it takes into account the stages of production and marketing since the raw material is manufactured until delivery and after sales service.