Browsing by Author "Valencia Buenaventura, Laura Marcela"
Now showing 1 - 1 of 1
Results Per Page
Sort Options
Item Propuesta de un plan de marketing digital para la empresa electrojaponesa para el año 2024(Universidad Santiago de Cali, 2024) Valencia Buenaventura, Laura Marcela; Ramos Vargas, Sebastián; Cortés Murillo, Luis Felipe; Burbano Cerón, José MaríaThe present research focused on developing a digital marketing plan for Electrojaponesa, a company located in Cali, for the year 2024. The organization specializes in the sale of household appliances through both physical and digital channels. In digital commerce, e-commerce is a strategic factor for organizations as it overcomes geographical barriers, enabling easier connection with customers in different regions. To develop the marketing plan, an analysis of the current marketing strategy used by Electrojaponesa was first conducted. Subsequently, a digital marketing strategy tailored to the market needs of Electrojaponesa was proposed. Finally, a control plan detailing the implementation of the digital marketing strategy was developed. To achieve these objectives, PESTEL and DOFA analyses were employed, along with a mixed research method. The research was conducted using mystery shopping and focus group methodologies to evaluate company behavior on social media and understand the challenges of digital sales. A descriptive approach with mixed analysis was used, utilizing available primary and secondary sources to design a digital marketing plan tailored to Electrojaponesa for the year 2024. The study highlights the need to strengthen digital marketing within the organization to enhance its online presence, enabling it to reach a younger segment of the population that frequently uses these media.