Plan de marketing social media para la Empresa Red Market Supermercados de la ciudad de Riobamba

Abstract

The purpose of this research was to develop a social media marketing plan for the company RED MARKET SUPERMERCADOS of Riobamba city, which lets to improve it’s positioning in the market; considering that the company does not have a plan in the digital area. For the development of the present plan, a diagnosis of the current situation of the company was developed, which allowed determining the strengths, weaknesses and needs that it presents. Market research was carried out based on the EAP (Economically Active Population) of Riobamba city and population growth rate of the city to calculate the population to be surveyed, according to the obtained results it determined that the supermarkets with the best positioning in the city are Almacenes TIA and AKI that constitute nationally supermarket chains. Locally the best positioned supermarket is AHÍ ES, while the company RED MARKET SUPERMERCADOS presents a no significant positioning. Finally, the proposal of the plan was based on digital marketing strategies, taking into consideration the results of the matrices of the company´s situational analysis, market research, competition analysis and the analysis of sector trends. It is concluded that social media currently play a very important role in the business actions of small, medium and large companies, regardless of the type of activity they develop. It is recommended for the company to implement the proposed strategies and to maintain a constant monitoring of social media based on the suggested tools and methods, to maintain a good online reputation of the company.