Plan de marketing basado en redes sociales para el fortalecimiento de las microempresas del sector de la moda en la localidad de Chapinero en Bogotá

Abstract

The goal of this work is to publicize the importance of social networks and applications, for the preparation of a digital marketing plan that allows the strengthening of microentrepreneurs in the fashion sector in the town of Chapinero in Bogotá, allowing them stay current and, in turn, compete in the market, increasing the profitability of their businesses. The development of this work begins with the evolution and origin of social networks and Digital Marketing, a brief description of the current context of the market for these companies in the country, the world and in the sector. Among the main topics are considereying aspects and concepts of Digital Marketing and Electronic Commerce tools, an analysis of the current situation of technologies in our country and an analysis of the microenterprises focus of this work in the internal and external spheres, in this case the internal part will be the fashion micro-companies that do not manage social networks and the external part will be those that do manage this type of tools, for this an investigation of the sector and of these companies will be carring out, carrying out a matrix PEZTEL, MEFI and MEFE concluding with a DOFA matrix, this will lead to the planning of digital marketing where objectives, tactics and strategies were defining, in the short, medium and long term, where some proposals will be generating to improve the use of technologies in the good management of networks social and apps by micro entrepreneurs in the fashion sector in chapinero.