Plan de mejora para el posicionamiento digital de Global Agricultural Trading (GAT) en el mercado B2B del sector agroexportador.

Abstract

This paper presents an improvement plan focused on the digital positioning of Global Agricultural Trading (GAT), a Colombian agricultural export company dedicated to the international marketing of fresh fruit. Based on an internal and external diagnosis using SWOT, MEFI, and MEFE matrices, critical weaknesses were identified in its current digital marketing approach: low segmentation, limited automation, lack of results measurement, and limited interaction on channels such as email, social media, and the website. These deficiencies affect its visibility in the Business to Business (B2B) market, especially compared to competitors that are better adapted to the digital environment. The improvement plan proposes four key strategies: redesign of digital visual identity, implementation of segmented email marketing campaigns, production of technical content for social media with a B2B focus, and integration of key performance indicators (KPIs). These actions are structured based on SMART objectives and project a 25% increase in digital visibility, a 17% growth in social media reach, and more than double the interactions on WhatsApp (from 5 to 12 active users per month), in addition to a minimum of 10 qualified leads per month. The proposal seeks to align GAT's digital presence with current agro-export marketing standards, improve its competitiveness in international markets, and generate a return on an estimated investment of between COP 1,600,000 and COP 2,700,000.