Diseño de un plan digital de negocios para la comercialización de productos andinos de la Asociación Mushuk Yuyay mediante estrategias de marketing digital y e-commerce

Abstract

The Mushuk Yuyay Association, an agro-production organization in Cañar canton, commercializes nine Andean products with health certifications and its own brand, but its digital presence is limited to an informational website and social media accounts that do not support online transactions. This study aimed to design a digital business plan based on information technology that integrates digital marketing, e-commerce, and data analytics to optimize the commercialization of its products. A mixed-methods approach was adopted, combining descriptive analysis with a non-experimental design in the form of a single-case study; data were collected using an institutional, production, and commercial survey form administered to the association’s administrator and supplemented by a literature review. The assessment conducted using the eMICA model classified the organization as Level 1 (presence), with early signs of interaction and no processing capabilities. Based on a comparative analysis of methodologies and tools, the following were selected: WordPress with WooCommerce, WhatsApp Business, Meta Business Suite, and Google Analytics with Looker Studio. The resulting plan includes the Business Model Canvas, a strategic digital marketing plan structured according to the SOSTAC framework, the technology architecture, a reference budget of $1,892, six key performance indicators with six-month targets, and a risk matrix, along with an implementation manual. It is concluded that the plan is a viable path for the association to evolve from the presence stage to the processing stage. Its empirical verification will occur during a subsequent implementation phase.

Keywords: digital business plan, e-commerce, digital marketing, Andean products, digital maturity