Diseño de plan de marketing digital para la tienda “Sweetie store” de la ciudad de Santiago de Cali

Abstract

In this work a digital marketing plan was designed for the “Sweetie Store” store in the city of Santiago de Cali Valle del Cauca due to the lack of sales and growth of followers in the different digital platforms; in which a situational, internal and external analysis of the store is carried out by means of the different matrices that allow a detailed organizational analysis of the different factors that affect the market in which the store is not competitive, In the design of the marketing plan, a segmentation of the target audience is carried out, which are women between the ages of 20 and 34 in the city of Santiago de Cali who have access to social networks such as Instagram and Facebook. As a result, a digital marketing strategy is designed in which a projected budget is made with the objective of increasing sales and followers on their digital platforms, achieving a better positioning in the current market. Therefore it is concluded that the implementation of a marketing plan directly affects the consumption behaviors of the target customer.