Browsing by Author "Lopez-Barrera, Juan Sebastian"

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    Propuesta de marketing digital para el posicionamiento comercial de la Agencia de Viajes Travesías
    Lopez-Barrera, Juan Sebastian; Castro-Chiguazuque, Monica Andrea
    This work is focused on the elaboration of a proposal for an improvement plan with a digital marketing approach to contribute to the commercial positioning of the Travesías Travel Agency, a company in which a professional internship was carried out during the second semester of 2021 and first semester of 2022. For the elaboration of this plan, the analysis of the current situation of the company was carried out through a DOFA analysis, where the weaknesses, opportunities, strengths and threats of the company were evaluated and it was related to regarding its micro and macro environment. Subsequently, a market study was carried out in order to identify the characteristics of the current consumer of the agency's products and services, through the development and application of a survey of current and potential clients of the company, as well as an interview. to the manager. Finally, based on the two previous stages mentioned, the digital marketing proposal was proposed through a work plan and schedule of activities so that in the future, if the management of the Travesías Travel Agency decides to start up this plan, can implement the strategies proposed for the commercial positioning of the company.