Implementación de un plan de marketing digital para el Taller de Servicio Técnico Automotriz “Servicentro La Fragata” en la ciudad de Guayaquil
Fecha
2019
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
La presente investigación se basa en la evidente presencia de las redes sociales y otros medios tecnológicos en los diferentes aspectos de la vida de las personas. Es así, que el uso de los medios sociales se ha convertido en una estrategia de mercadeo ideal para las pymes, denominada marketing digital. Se determinó que el Taller de Servicio Técnico Automotriz “Servicentro La Fragata” no ha conseguido hasta el momento un posicionamiento en el mercado por los servicios que presta, y que no aprovecha las oportunidades que ofrecen los medios digitales para posicionar y desarrollar a pequeños empresarios. Por tal motivo, se planteó como objetivo implementar un plan de marketing digital, generando contenido interactivo que llame la atención del público, a través, de las redes sociales. Para el presente trabajo de investigación se empleó una metodología mixta, cuantitativa y cualitativa. Para su desarrollo se emplearon instrumentos como encuestas al mercado objetivo y entrevistas al interior de la microempresa. Entre los resultados más importantes de la investigación se pudo establecer que el 54% tiene automóvil y el 63% está de acuerdo en seguir en redes sociales información acerca de productos y servicios de talleres automotrices, así como promociones y descuentos. Como parte del plan de marketing para el Servicentro, se propone generar perfiles y presencia en las plataformas digitales principalmente en Facebook, Instagram y YouTube, puesto que, de acuerdo a los resultados de la investigación son las más utilizadas por los usuarios.
The present investigation is based on the evident presence of social networks and other technological means in the different aspects of people's lives. Thus, the use of social networks has become an ideal marketing strategy for SMEs, called digital marketing. It was determined that the Taller de Servicio Técnico Automotriz “Servicentro La Fragata” hasn’t achieved a position in the market for the services it provides and that the opportunities currently offered by social networks and digital environments to position and use are not being taken advantage of developing small entrepreneurs. For this reason, the objective was to implement a digital marketing plan, generating interactive content that calls the attention of the public, through social networks. For the present research work, a mixed, quantitative and qualitative methodology was used. For its development, instruments such as surveys to the target market and interviews within the microenterprise were used. Among the most important results of the research it was established that 54% have a car and 63% agree to follow social networks information on products and services of automotive workshops, as well as promotions and discounts. As part of the marketing plan for the Workshop, it is proposed to generate profiles and presence in social networks, mainly Instagram, YouTube and Facebook, since, according to the results of the research; they are the most used by users.
The present investigation is based on the evident presence of social networks and other technological means in the different aspects of people's lives. Thus, the use of social networks has become an ideal marketing strategy for SMEs, called digital marketing. It was determined that the Taller de Servicio Técnico Automotriz “Servicentro La Fragata” hasn’t achieved a position in the market for the services it provides and that the opportunities currently offered by social networks and digital environments to position and use are not being taken advantage of developing small entrepreneurs. For this reason, the objective was to implement a digital marketing plan, generating interactive content that calls the attention of the public, through social networks. For the present research work, a mixed, quantitative and qualitative methodology was used. For its development, instruments such as surveys to the target market and interviews within the microenterprise were used. Among the most important results of the research it was established that 54% have a car and 63% agree to follow social networks information on products and services of automotive workshops, as well as promotions and discounts. As part of the marketing plan for the Workshop, it is proposed to generate profiles and presence in social networks, mainly Instagram, YouTube and Facebook, since, according to the results of the research; they are the most used by users.
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Palabras clave
MARKETING DIGITAL, TALLER AUTOMOTRIZ, MEDIOS DIGITALES, REDES SOCIALES