Marketing digital para posicionar la empresa de transporte de carga FAXVRO de la Isla San Cristóbal

Abstract

This curricular integration work comprised designing a digital marketing plan to improve the positioning of the transport and cargo company FAXVRO S.A. in the Galapagos province San Cristobal Island in 2022. The method was based on a survey of the inhabitants of the island, the Active Population (EAP), as well as interviews with the company’s staff and the use of an observation sheet to determine the state of the company, since a SWOT matrix was prepared to understand the current situation of the company. Based on the results got, it was determined that the company had the conditions to establish itself in the market, but because of the lack of information about digital marketing, it had a commercial stagnation. The proposal was based on developing a content and customer interaction with the company, besides the development of a website to inform customers of the service offered and to generate potential leads. Using social networks will improve a communication between customers and the company, thus implementing digital strategies that help to improve the company´s positioning and allow a successful business development.