Marketing Digital y Negocios
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- ItemDiseño de una estrategia de marketing digital para mejorar la tasa de conversión del Área Call Center del Almacén Best PC en Cuenca; periodo 2025-2026(Instituto Superior Tecnológico Particular Sudamericano, 2026) Pando Cortez Tania FernandaThis research project presents a strategic proposal to improve digital marketing in the call center and increase sales for Mega Best PC in Cuenca. Although the main office in Quito invested in advertising, the study showed that 61.7% of the local market does not know the brand. Also, 73.2% of users think the customer service is slow. Because of this, customers leave the sales funnel and the company does not reach its goals. The main objective is to propose a digital marketing strategy to improve response times and local brand positioning. The study used a quantitative and descriptive method with surveys for potential customers in Cuenca. The results show that customers have a budget between $350 and $800. They value technical warranties, and 91.4% prefer to finish the purchase in the physical store. They also want more trust in online sales. The proposal includes a Canvas model, an optimized Customer Journey Map to analyze the buying process, and a CRM for local management. It also uses chatbots for immediate answers and personal advice. In conclusion, digital tools reduce operational problems and turn customer interest into real sales. This improves trust and gives the company an advantage over local competitors.
- ItemImplementación de un plan de negocios para la empresa de desarrollo de proyectos con enfoque en el sector artesanal de la ciudad de Cuenca-Ecuador(Instituto Tecnologico Superior Sudamericano, 2022) Mayra Elizabeth Cabrera OrdoñezEl presente Trabajo de Titulación tiene dos fases, en primer lugar, consiste en conceptualizar las diferentes formas de constitución empresarial, desde el punto de vista económico y estratégico para la implementación de una empresa de asesoría en materia empresarial y de marketing en la ciudad de Cuenca, dedicada en primera instancia al sector artesanal. De igual manera, investigar sobre las principales características del servicio de asesoría en el medio, sus fortalezas, debilidades y estrategias que permitan proponer acciones eficientes para establecer un giro de negocio enriquecedor en el mercado local y nacional. Por otro lado, estudiar el mercado artesanal de Cuenca, poniendo especial énfasis en su estructura, con el fin de conocer sus principales necesidades, pues los pequeños artesanos no cuentan con una orientación adecuada, conocimientos administrativos o medios económicos suficientes que les permita acceder a un proceso de asesoría eficiente para impulsar sus negocios en el mercado. Para alcanzar la consecución de dichos objetivos, se parte del análisis del entorno, tanto externo como interno, con el fin de conocer de cerca los diferentes factores políticos, económicos, sociales, tecnológicos y ambientales que pueden afectar o favorecer a la implementación del negocio en el medio local. De igual manera, el análisis sierve para definir de dónde nace la iniciativa empresarial, su estructura, competencia y el segmento de mercado al cual se dirige para posteriormente establecer las estrategias adecuadas. Siguiendo la estructura lógica del presente plan de negocios, se determinan las herramientas adecuadas para realizar la investigación de mercados, con el afán de hacer un levantamiento de información, tanto cuantitativo como cualitativo que permita recabar los factores más relevantes para la toma de decisiones. Este proceso introductorio concluye con la elaboración de matriz FODA, en la cual se analizan todos los parámetros externos e internos como punto de partida para la formulación de estrategias correctivas e innovadoras. Finalmente, se plantean siete estrategias para alcanzar los objetivos propuestos, tanto para la implementación de la empresa de asesoría como para la aplicación de conocimientos, para ello se han considerado dos casos de estudio dentro del área artesanal, en los cuales se ha aplicarán paquetes de servicios diferenciados según su necesidad inmediata.
- ItemPlan de branding y creación de logotipo, y manual de identidad corporativa para la Empresa Phitanamaki CIA. LTDA. en la ciudad de Cuenca(Instituto de Tecnologías Sudamericano, 2020) Mendoza Wolf Juliana Stefania; Quito Villa Esteban LeonardoThis project is responsible for generating direct connection with the brand, especially through brand, redesign of a new corporate visual identity for the hat exporting company "Phitanamaki"; artisan hands of the city of Cuenca and an advertising campaign on the social network Facebook. A coherent visual identity brings many benefits to an institution. This work aims to cover several aspects from the creation of identity, such as the development of a new Imagotype, accompanied by a user manual and a public campaign on the social network of Facebook to the creation of events, which can maintain a connection more direct between consumers and the company; In addition to establishing links with employees through employer branding, employees can have that way that they feel more motivated when doing their jobs and in this way be able to convey that motivation to their customers. The restructuring of a brand is very important for a company to reach the highest levels in the performance of its functions. A corporate manual is the physical manifestation and makes visual references of the identity of an organization. Through environmental research and market research, learn more about the reasons why consumers buy products, thereby obtaining strategies that allow you to lose the opportunities presented by the company. After a previous study and the subsequent creation of a creative brief, a new Isologotype was developed, which was the basis for starting to work on the manual; This defines the appropriate uses and applications both internally and externally in print and digital media. The project sought to provide a cooler graphic identity that matches the name and efforts they make so that more people can identify with the company's projects.
- ItemPlan de marketing digital para el posicionamiento de la empresa “Team Digital” en el periodo 2025 - 2026(Instituto Superior Tecnológico Particular Sudamericano, 2026) Heras Arévalo Gabriela ValentinaThis research project aims to design a digital marketing plan to improve the positioning of the company “Team Digital” in Azogues. Through a situational diagnosis, it was identified that the lack of planned strategies limits the business’s visibility, relying exclusively on organic growth. The methodology applied is descriptive in nature with a mixed-methods approach, using tools such as surveys and mystery shopper techniques. These instruments allowed the collection of precise data regarding weaknesses in customer service and interaction on digital platforms. As a result of the research, strategies are proposed that combine the marketing mix with the strengthening of the company’s administrative and operational structure. The tactics include the creation of content focused on building consumer trust and the formalization of internal processes to optimize the purchasing experience. The financial validation of the plan demonstrates high profitability, with a 139% return on investment over a six-month period. It is concluded that the professionalization of digital management is key to the sustainability of the business in the technology market.
- ItemPlan de marketing digital y social para el posicionamiento de la Fundación Compartiendo Sonrisas(Instituto Superior Tecnológico Particular Sudamericano, 2026) Chacón Torre Joan MateoThis titling project proposes the design of a digital and social marketing plan to improve the institutional positioning of Fundación Compartiendo Sonrisas, a non-profit organization located in the El Cebollar sector of Cuenca, Ecuador. The main identified problem is the foundations limited visibility and lack of corporate identity, which hinders its ability to attract allies, volunteers, and resources to sustain its social programs. In response, the general objective is to develop a strategic communication plan that integrates digital marketing tools social media, website, online content and social marketing strategies awareness campaigns, community alliances to strengthen the organizations image, credibility, and community reach. The methodology employed is qualitative with a descriptive and propositional scope, including an internal diagnostic, a semi-structured interview with the foundations director, and document review, in order to understand the current situation and implement a feasible proposal. As a result, a structured marketing plan was developed with specific actions: creation of a visual identity, activation of social media channels, management of strategic alliances, and a timeline for execution. Among the projected findings, the plan is expected to achieve greater digital presence for the foundation, increased recognition within the local community, and the formalization of at least three strategic alliances. In conclusion, the project highlights the importance of communication planning in the social sector, providing a roadmap for Fundación Compartiendo Sonrisas to strengthen its reputation and sustainably expand its community impact.
- ItemPlan de marketing para el posicionamiento de la Galería Artesanal Khuyay en la ciudad de Cuenca(Instituto Superior Tecnológico Particular Sudamericano, 2026) López Quito JoselineThe objective of this research project is to design a marketing plan that contributes to the positioning of the Khuyay company in the artisan ceramics market in the city of Cuenca. Khuyay is a brand based in Ecuador, dedicated to honoring high craftsmanship with cultural identity, manual processes, and modern design ideas, collaborating with artisans in their own communities. This study is conducted within the artisan ceramics industry, as it is considered an area with strong growth and differentiation potential due to the highly competitive market for industrialized products and low-cost e-commerce sites. These pieces are important because of their high quality and symbolic and cultural value; however, due to the absence of a structured marketing plan, they are not being visible or positioned as they should be in the local market. The research study applies a mixed descriptive and cross-sectional methodological approach. It used qualitative methods with in-depth interviews and mystery shoppers, and quantitative methods with structured survey questionnaires for 374 participants as a sample. The insights provided researchers with information about consumer preferences, buyer willingness to pay, preferred visual style, and the most popular digital channels used to find artisanal brands. It was analyzed using a PESTEL environment, a SWOT matrix, Porter's five forces model, and buyer persona definition to devise a digital marketing strategy based on the conversion funnel (full funnel) for the campaign that could integrate campaigns in Meta Ads, a specialized landing page, and lead management through WhatsApp and a CRM system. A detailed digital marketing plan process will improve Khuyay's position as an industry benchmark for personalized artisanal ceramics in Cuenca, enhance its market visibility, optimize commercial management, and lead to sustainable market growth while maintaining the artisanal character of the product at its core, the study concludes.
- ItemPlan de marketing para la empresa ROI+ en la ciudad de Cuenca(Instituto Tecnologico Superior Sudamericano, 2022) Mateo Daniel Becerra BermeoEl presente proyecto se realiza, por una problemática que presentó la empresa la cual es la deserción de clientes, y la falta de comunicación para llamar a nuevos clientes, el objetivo central es enfocarnos en estrategias comunicacionales y fidelizaciones de clientes, en la cual se ocupó una metodología cualitativa y cuantitativa, los cuales nos mostraron cómo está la satisfacción de los clientes en cuanto a los planes que se oferta dentro de la empresa de ROI+, adicionando a eso se entendió que la mayoría de los negocios cuencanos poseen lo que son redes sociales pero no tienen un personal capacitado para dichas acciones, por ende se vio que tiene grandes oportunidades ROI+, dentro del mercado cuencano para vender sus nuevos planes de manejo de redes sociales, los mismos meses atrás se procedieron con cambios dentro de los precios ya que no llamaban la atención de nuestro público objetivo que teníamos. Ahora con los nuevos planes que se aperturaron dentro de la agencia, se pudo observar que de una manera rápida uno de nuestros clientes regresó con la agencia para que de nuevo les ayude con lo que son manejo de redes sociales. Por ende se puede decir que si aplicamos cada una de las estrategias planteadas en este presente plan de marketing pudiéramos tener un mayor alcance dentro del segmento al cual nos estamos enfocando y adicionando a eso pudiéramos tener un buen reconocimiento a nivel local, y con la comunicación de las experiencias que tienen como clientes, nos pudieran referir a más negocios en otras partes a nivel nacional y con el paso del tiempo ser una gran empresa reconocida y con capacidades de poder competir dentro del mercado.
- ItemPlan de marketing y branding para posicionar la marca de la empresa Magazine de la ciudad de Cuenca, año 2021 - 2022(Instituto Tecnologico Superior Sudamericano, 2022) Daniel Mateo Flores BustosEn el siguiente trabajo se tratará de presentar una plan de marketing y Branding para la empresa Magazine centrada en fortalecer la marca y posicionar estratégicamente sus servicios en el Target que se enfocará, utilizando para ello estrategias de Trade Marketing y Branding, estrategias de fidelización, marketing de contenido, publicidad impresa, medios de comunicación, investigación de mercado, en los principales servicios de la agencia de marketing y con productos de comunicación comercial como publirreportajes y mapas comerciales. El proyecto recopila información primaria y secundaria de los factores internos y externos que influyen o afectan de forma directa a la empresa evaluando y comparando productos y servicios de su competencia, con la intención de otorgar valor diferencial y mejorar relaciones con clientes actuales y potenciales. Se trabajarán los servicios de marketing digital y comunicación comercial en donde se presentarán a través de plataformas digitales mejorando la presencia digital y promocionando los mismos. Para el desarrollo del proyecto se utilizará una metodología investigativa mixta con enfoque cualitativo, así como herramientas se utilizará encuestas. Para la creación de plataformas digitales irán de la mano el marketing, diseño y software para garantizar la experiencia del usuario, el embudo de ventas que se obtenga y generar nuevos clientes de alto valor que permita fortalecer el poder de negocio de Magazine. Desde la parte contable tendrá su respectivo análisis para posibilitar estrategias y la rentabilidad económica del proyecto presente
- ItemPlan de negocios para la creación de la cafetería Pet-friendly “Wiwakuna”, que se convierta a nivel local y nacional como referente en el mercado para el año 2024 al 2026 en la ciudad de Cuenca(Instituto Tecnológico Superior Sudamericano, 2025) John Francisco Quezada ChimbainaThe following paper addresses the cultural change that society has undergone in terms of how pets are viewed today. Pets are now considered as members of the family, a significant contrast in comparison to how families were organized before. The problem arises based on this evolution in families seeking to live experiences with their pets, resulting in a new market, which at this time in Ecuador there are no businesses that satisfy it, which is summarized in a neglected market segment. The main objective is to develop a business plan for a coffee shop that meets all the necessary characteristics for pet owners. The methodology used was a mixed approach, using qualitative techniques such as interviews and mystery shopping, as well as quantitative techniques such as surveys. An internal and external analysis of the factors in which the cafeteria will be developed was also carried out. Based on this analysis, we were able to develop a solid proposal that satisfies the target public through a business plan.
- ItemPlan de negocios y construcción de marca para una cafetería en la ciudad de Cuenca – Azuay – Ecuador(Instituto de Tecnologías Sudamericano, 2020) Anchundia Valdiviezo Emily Valeria; Vera Guzmán William Alexis; Lojano Mogrovejo Jonnathan MauricioThe following project seeks as main objective the proposal to implement a cafeteria in the city of Cuenca called “LA MONITA”, located in the sector of San Blas, Cuenca for its high traffic of students, collaborators and more than one for potential clients such as tourists, both national and international, providing products based on Green Banana in its different forms, combined with the delicious seasoning of the Ecuadorian coast, for which several techniques have been used for its implementation, such as the PESTAL analysis and the 5 forces Porter, which will result in the Strengths, Opportunities, Weaknesses and Threats of the company against the current market. Another proposed method is the CANVA canvas model, which will guide the introduction to the market step by step guaranteeing a better reception and innovating the company accompanied by the construction of brand and corporate image to achieve a good reputation in the market and be a great memory for customers, generating in each of the products, spaces, packaging and advertising, a sense of belonging, a feeling of transfer to different places of the Ecuadorian coasts, in addition several strategies for market introduction have also been implemented and positioning in it, such as the presence in social networks to attract a younger audience since it is a means that has become traditional in the current market, loyalty and trafic buiding strategies, as well as carrying out a cost analysis relevant to each strategy and evaluating the projected growth, resulting in favorable profitability values.
- ItemPropuesta de un plan de marketing para el posicionamiento del Consultorio Dental Cristina Sánchez en la ciudad de Cuenca, Ecuador(Instituto Superior Tecnológico Particular Sudamericano, 2026) Aguayza Rodas Lizbeth TatianaThis graduation research project develops a strategic marketing plan for the dental clinic Cristina Sánchez, located in the city of Cuenca, Ecuador. The clinic, specialized in comprehensive dental care, faces the challenge of strengthening its market presence, improving patient loyalty, and consolidating its professional image within a highly competitive environment. This study arises from the need to position the clinic across both digital and traditional media, optimize the patient experience, and increase client acquisition, considering the current limited brand visibility. The primary objective is to establish integrated marketing strategies aimed at strengthening the clinic’s identity, clearly defining its value proposition, enhancing personalized care, and increasing patient satisfaction and loyalty. The methodology applied combines a quantitative approach, focused on the collection of measurable data through surveys, and a qualitative approach, centered on understanding patients’ perceptions and experiences through interviews and direct observation. Additionally, external (PESTEL) and internal (SWOT) analyses were conducted, along with a financial evaluation and a detailed media plan that includes the strategic use of social media to expand the clinic’s visibility. The proposed marketing plan seeks to optimize the positioning of the dental clinic, integrate digital and traditional marketing tools, ensure memorable patient experiences, and promote sustainable business growth in the city of Cuenca.
- ItemPropuesta de un plan de negocios para la captación, posicionamiento y fidelización de clientes en Bigotes Pet Spa, en el sector Monay – Cuenca(Instituto Superior Tecnológico Particular Sudamericano, 2026) Marcatoma Suárez Brian ArmandoThis research project develops a business plan aimed at strengthening customer acquisition and positioning for Bigotes Pet Spa, a grooming and pet care entrepreneurship located in the Monay sector of Cuenca. The study arises from the need to organize the business processes, improve its value proposition, and respond to the expectations of pet owners who seek reliable, accesible, and personalized grooming services. The main objetive was to desing strategic guidelines that allow the brand to consolidate its presence, enhance customer experience, and increase competitiveness in the local market. The methodology applied followed a mixed approach, combining quantitative and qualitative instruments such as surveys, competitor Benchmarketing, Mistery Shopper evaluation, situational diagnosis, SWOT analysis, PESTEL frameword, and a review of key indicators from the Pet Care sector. The findings revealed that althoungt there is a high concentration of households with pets and positive predisposition toward grooming services, clients mainly value trust, quality of care, proximity, and fair pricing; however, they do not show strong loyalty to any specific establishment, which represents a direct opportunity for Bigotes Pet Spa. Based on these results, a business plan was structured that integrates strategies for customer acquisition, brand positioning, digital marketing, service improvement, customer experience, and internal organization, complemented by concrete actions and marketing mix adjustments aligned with the business reality. It is concluded that the application of this plan will allow Bigotes Pet Spa to strengthen its presence in Monay, build closer relationships with clients, increase demand, and move toward sustainable growth within the Pet Care market in Cuenca.