Diseño de una propuesta de medios digitales para aumentar la participación de pacific market en el mercado ut- salt lake city

Abstract

In recent years, the advancement of technology and the internet has allowed the world to evolve significantly in all aspects, so much so that technological advances have caused enormous changes in consumers, markets, and marketing. Consequently, companies have had to implement a new business model that includes digital marketing strategies. The present work is focused on characterizing the Pacific Market company to know its current situation in the digital environment and to be able to design a digital media proposal to increase its participation in the UT-Salt Lake City market. During the development of the study, potential competitors were identified to analyze their presence in digital media and the use of each of them as strategies for marketing their products. This study was developed under the method of documentary analysis with a qualitative descriptive approach, obtaining as a result that the company Pacific Market does not have a presence in the different digital media, becoming a disadvantage compared to its competitors because they have a high percentage of presence. on online platforms. Additionally, the company identified the need to renew its business model to continue growing in the market and become one of the most preferred stores by the target audience. Finally, a series of digital media strategies were formulated so that Pacific Market could begin to have a presence on social networks using the different advertising tools offered by each of them, and thus be able to continue to remain in the market.