Plan de marketing digital para la Empresa Eureka a través de la implementación de un catálogo digital en la ciudad de Quito

Abstract

El desarrollo del Plan de Marketing Digital surgió gracias a la creciente tendencia del uso del Internet en los negocios, que ha estado creciendo significativamente en los últimos años en el mundo entero como en el Ecuador, especialmente dentro del comercio electrónico y las redes sociales. En el Ecuador, debido a que en la actualidad no existen empresas que comercialicen ropa de cama por un canal 100% online que permita comprar con tarjeta de crédito, se observó una brecha dentro del mercado, creado la oportunidad para que la empresa Eureka pueda ingresar al medio Online, por lo que se propuso la idea de ser pioneros en este nuevo canal, y lanzar una página Web con catálogo de los productos de Eureka antes que otras empresas lo realicen y al mismo tiempo crear una comunidad virtual que conecte los usuarios con la empresa Eureka. Antes de poder empezar con la propuesta de las estrategias, se necesita conocer el comportamiento del mercado, especialmente en cuanto al uso de redes sociales y al uso del comercio electrónico, por lo que se realizó una investigación de mercado compuesta por encuestas dirigidas a un grupo objetivo; de igual manera, entrevistas a expertos en diferentes áreas, y cliente fantasma realizado a diferentes páginas Web de posibles rivales. Posteriormente, se analizó el macro entorno y el micro entorno para conocer de mejor manera la situación política, económica, social y tecnológica del país, y del sector textil y junto con un análisis de la empresa, con la cual se obtuvo las fortalezas, debilidades, amenazas y oportunidades presentes en la empresa Eureka al momento de la propuesta del Plan de Marketing Digital.

The development of the Digital Marketing Plan came about thanks to the growing trend of Internet use in businesses, which has been growing significantly in recent years throughout the world and in Ecuador, especially in e-commerce and social networks. In Ecuador, due to the fact that today there are no companies that sell bedding through a 100% online channel that allow buying with credit card, a gap in the market was observed, creating the opportunity for the company Eureka to enter Online medium, so the idea of being pioneers in this new channel was proposed, and to launch a web page catalog of the Eureka products before other companies do it, and at the same time creating an online community that connects users with Eureka company. Before starting with the proposed strategies, the behavior of the market must be known, especially regarding the use of social networks and the use of e-commerce, so a market research composed of surveys directed at a target group was made; additionally, interviews with experts in different areas, and a ghost customer performed to different Web pages of potential rivals. Later, the macro environment and micro environment were analyzed, with the objective to learn better the political, economic, social and technological situation, and the textile as well, and together with an analysis of the company, with which the strengths, weaknesses, threats and opportunities present in the company Eureka at the time of the proposed Plan of Digital Marketing were obtained. After gaining a better understanding of the market, the environment and the company, a number of strategies were conducted based on the 7 P's of Marketing, along with the 8 C's of communication, in order for these to allow the introduction of the company to the channel of digital commerce. To achieve this objective, a web page for the company must be created, with accounts in social networks and virtual community as well. Each of these pieces should be in synergy with the others so that a flow of users who are loyal to the brand is generated, and so they make their purchases through the new website of the company.