Marketing Digital y Negocios

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    Diseño 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 Fernanda
    This 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.
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    Propuesta 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 Armando
    This 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.
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    Plan de marketing para el posicionamiento de la Galería Artesanal Khuyay en la ciudad de Cuenca
    (Instituto Superior Tecnológico Particular Sudamericano, 2026) López Quito Joseline
    The 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.
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    Plan 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 Valentina
    This 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.
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    Plan de marketing digital y social para el posicionamiento de la Fundación Compartiendo Sonrisas
    (Instituto Superior Tecnológico Particular Sudamericano, 2026) Chacón Torre Joan Mateo
    This 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.