Trabajos de Titulación - Extensión La Troncal - Administración de Empresas
URI permanente para esta colecciónhttps://dspace.ucacue.edu.ec/handle/ucacue/67
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Ítem Acceso Abierto Propuesta de estrategia de Marketing digital u on-line para mejorar ingresos por ventas en el Minimarket el Rocio.(Universidad Católica de Cuenca., 2023) Quito Guachun, Mirian Rocio; Vicuña Matute, William; 0302348909This research work aimed to design a digital or online marketing strategy to improve the sales revenue of the “Minimarket el Rocío” in La Troncal. An analysis of the internal and external aspects of the diagnosis of the business current situation was developed, which allowed the establishment of various strategies concerning the ascertainment of the investment costs. The theoretical context of the research was based on the characteristics, types, trends, and strategies of u-online digital marketing and the design of the methodology as a mixed method. The quantitative approach comprises the accounting analysis of the proposal raised in the research where u-online digital marketing strategies were developed through creating digital platforms that help the business sales revenue. On the other hand, the qualitative approach refers to the detailed aspects of the products offered to consumers of the community of La Troncal. Moreover, an interview was conducted with the manager of the Minimarket to find out about the various shortcomings that may exist within her business. Finally, a survey was carried out to consumers obtaining a sample of 70 people who resort to the market. This allowed them to know their opinions about the operation and satisfaction of their needs. Through the proposal put forward in the research work, digital or online marketing strategies helped the creation of digital platforms. It helps to improve sales revenue in the Minimarket by applying projections of income and expenses in the new strategies implemented for this business.
