Plan de marketing digital para el posicionamiento de marca en redes sociales del emprendimiento My Shop Col

Abstract

This Degree Work addresses a Marketing Plan Structure for “My Shop Col.” Entrepreneurship in the city of Cali Colombia. The main objective is to provide a strategic guide that allows strengthening of entrepreneurship’s competitive position at the local market and enhancing the sustainable growth by long. The research is going on with the internal entrepreneurship analysis, evaluating its products offers, resources, and capabilities, likewise the strengths and weaknesses that can influence in the development of the Marketing Plan will be identified too. Based on the external and internal analysis results, strategic objectives, will be settled to guide the Marketing Plan; these objectives are going to be formulated on SMART base (Specific, Measurable, Achievable, Relevant, defined Time) being sure, they be realistic and achievable by “My Shop Col.” Then, Strategics Marketing will be proposed; these strategies are going to help to reach the stated objectives; strategies cover aspects such as the marketing segmentation, trademark positioning, promotion and communication, pricing, and distribution. Next step is the action Plan Development, which describes specific activities followed to implement the strategies. In the same way, responsibilities, schedules, and budgets are established for each activity. Additionally, a financial analysis is going to be included to evaluate the economical proposed plan viability; the expected income, costs, and benefits are projected, letting evaluate the investment return and the project profitability. Finally, an evaluation and Marketing Plan Control is presented, as well as the key performance indicators (PKI) to measure progress, and some corrective actions will be proposed in case of any deviation.