Tutor 1
Illera Correal, Ariane
Resumen
This degree work aims to propose a model of digital marketing plan that allows customer loyalty and corporate positioning. The investigation is delimited in choosing 59 SMEs manufacturers of footwear in Bogotá more specifically in the Restrepo neighborhood, evidencing a lack in the use of new technologies for their processes, which was verified through the surveys, together with a study of the sector and a SWOT analysis. Most of these companies are family businesses that do not possess the knowledge necessary to implement a strategy that will increase your revenue and loyalty to their customers, therefore, proposed a digital marketing plan step by step to be gradually implemented in the company's processes. In the first instance, was carried out a SWOT analysis, product of an investigation of the current status of the manufacturing of footwear in Colombia and the use of digital tools. In the second instance, proceeded to survey the chosen companies to know the perceptions of the subject in question and, finally, a standard digital marketing plan was proposed to be gradually applied in enterprises to the extent of their needs and objectives. It is concluded, that the success or failure of a strategy based on digital marketing depends on a proper administration and management of the technological tools that are implemented in the company, in addition of perseverance and effort to contribute the responsible
Palabras clave
Industria del calzado, Mercadeo por internet, Tecnología, Negocios, Relaciones con clientes
Tipo de documento
Trabajo de grado - Pregrado
Licencia Creative Commons
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.
Fecha de elaboración
1-1-2018
Programa académico
Finanzas y Comercio Internacional
Facultad
Facultad de Economía, Empresa y Desarrollo Sostenible - FEEDS
Citación recomendada
Díaz Méndez, P. A., García Franco, J. A., & Cepeda Rosero, M. R. (2018). Plan de marketing digital: una estrategia de negocios para mipymes del sector manufacturero de calzado en Bogotá. Retrieved from https://ciencia.lasalle.edu.co/finanzas_comercio/427
Publisher
Universidad de La Salle. Facultad de Economía, Empresa y Desarrollo Sostenible – FEEDS. Finanzas y Comercio Internacional