Estrategias de marketing digital para incentivar el uso del canal virtual para Café Bombon’s
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2021
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Universidad de Guayaquil, Facultad de Ciencias Administrativas
Resumen
El presente proyecto de investigación tuvo como objeto de estudio a la empresa Café Bombon’s, la cual actualmente pasa por un proceso adaptación a la llamada nueva normalidad ante la pandemia del Covid 19, pues, algunas de las cafeterías competidoras han optado por la participación digital de sus productos, esto quiere decir que por ejemplo en Pastelerías Adrianita competidor directo de Café Bombon’s actualmente vende sus productos a través de su página web, algo que la empresa objeto de estudio aun no realiza. Por otro lado, este estudio tuvo como objetivo general diseñar estrategias de marketing digital para incentivar el uso del canal virtual en la empresa Café Bombon’s, para el cumplimiento de este objetivo se utilizó una metodología basada en un estudio descriptivo y exploratorio, puesto que, asiste a la correcta interpretación de la situación actual en la que se encuentra la empresa, por la poca participación que ha tenido en su canal virtual, se aplicó también una encuesta dirigida a la población de Guayaquil donde se obtuvo como resultado que estos se sentirían incentivados a comprar productos de Café Bombon’s si la misma usara un canal de atención virtual, por lo tanto, como propuesta se diseñaron estrategias digitales más idóneas para la empresa Café Bombon’s que promuevan el uso del canal virtual.
The present research project had as object of study the company Café Bombon's, which is currently undergoing a process of adaptation to the so-called new normal in the face of the Covid 19 pandemic, since some of the competing coffee shops have opted for the digital participation of their products, this means that, for example, in Adrianita Bakeries, a direct competitor of Café Bombon's, they currently sell their products through their website, something that the company under study has not yet done. On the other hand, this study had the general objective of designing digital marketing strategies to encourage the use of the virtual channel in the Café Bombon's company, for the fulfillment of this objective a methodology based on a descriptive and exploratory study was used, since it assists To the correct interpretation of the current situation in which the company finds itself, due to the little participation it has had in its virtual channel, a survey was also applied to the population of Guayaquil where it was obtained as a result that they would feel encouraged to buy Café Bombon's products if it uses a virtual service channel, therefore, as a proposal, more suitable digital strategies were designed for the Café Bombon's company that promote the use of the virtual channel.
The present research project had as object of study the company Café Bombon's, which is currently undergoing a process of adaptation to the so-called new normal in the face of the Covid 19 pandemic, since some of the competing coffee shops have opted for the digital participation of their products, this means that, for example, in Adrianita Bakeries, a direct competitor of Café Bombon's, they currently sell their products through their website, something that the company under study has not yet done. On the other hand, this study had the general objective of designing digital marketing strategies to encourage the use of the virtual channel in the Café Bombon's company, for the fulfillment of this objective a methodology based on a descriptive and exploratory study was used, since it assists To the correct interpretation of the current situation in which the company finds itself, due to the little participation it has had in its virtual channel, a survey was also applied to the population of Guayaquil where it was obtained as a result that they would feel encouraged to buy Café Bombon's products if it uses a virtual service channel, therefore, as a proposal, more suitable digital strategies were designed for the Café Bombon's company that promote the use of the virtual channel.
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CANAL VIRTUAL, MARKETING DIGITAL, ESTRATEGIAS, CAFÉ BOMBON’S