Aplicación del marketing 4.0 como estrategia de reconocimiento a nivel nacional en la microempresa Muebleria Bamboo.

Abstract

In the city of Quito, the sale of furniture is usually traditional, that is, the service offered lacks innovation, people look for different types of furniture in stores, in the market and spend a lot of time searching for a product, not finding a piece of furniture that fits their economy or need. This research aims to implement the main strategies of marketing 4.0, increasing the participation and recognition in the national market of the microenterprise Mueblería Bamboo, allowing to reach different market segments that are not yet reached, through digitization and the correct use of social networks. The methodology used is the quantitative approach with a descriptive documentary research, for the realization of the theoretical framework and the research problem. The information was acquired through the online survey and its respective research instrument is the questionnaire, which consisted of 8 closed questions and 3 response options, conducted to 194 people in the Caupicho sector, with the objective of finding out if people would be willing to buy furniture through social networks, obtained a positive response. The implementation of the main and most used platforms or social media such as Facebook, WhatsApp Business and Google is proposed to reach thousands of visits, followers and new potential customers from different provinces, helping to obtain a direct communication dialogue between the microenterprise and the customer. Emphasizing the importance of a business within social networks and the benefits of its application, since people spend most of their time on the Internet and have the facility to make their purchases through online channels.