Digital marketing processes in the management of the surveillance, prevention and control plan of COVID-19 for the positioning of an Mype company of the beauty sector

Florián Castillo O.R.; Salinas M.F.; Quiñones N.A.; Deza Castillo J.M. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2021) · DOI: 10.18687/laccei2021.1.1.287

Resumen

The objective of the research was to design the digital marketing processes in the Management of the Surveillance, Prevention and Control Plan of covid-19 for the Positioning of an Mype Company of the Beauty Sector in the year 2020. The type of research is applied, using the techniques of documentary review, interview and survey validated by expert judgment. Questionnaire was applied to 30 people (convenience sampling). Subsequently, the design of the digital marketing processes for the positioning of Muzamía Styles & Spa was carried out, which consists of three phases: 1st Phase - Income or input, which begins with the internal, external analysis and competitive profile of the salon; 2nd Phase - Adequacy, the corresponding strategies are generated for analysis; 3rd Phase - Decision, the most attractive strategies are selected for the positioning of the company. Finally, the economic evaluation of the design of the Digital Marketing processes for the company Muzamía Styles & Spa was carried out, obtaining as a result an NPV of S/49709, IRR of 81% and B/C of S/1.47 index.

Instituciones: Universidad Privada del Norte