Digital Marketing: An Applied Study of the Café Santoli Entrepreneurship in Pindal Canton
DOI:
https://doi.org/10.5281/zenodo.22907551Keywords:
marketing, entrepreneurship, Market positioning, Business AdministrationAbstract
The objective of this research was to design a digital marketing plan aimed at improving the positioning of the Café Santoli venture, located in the canton of Pindal, province of Loja, and characterized by the artisanal production of coffee under sustainable practices. The study was conducted using a qualitative approach through exploratory and descriptive research, applying a case study design. The sample consisted of the owner of the venture and five consumers selected through non-probabilistic convenience sampling. Data were collected through semi-structured interviews, allowing the identification of perceptions, consumption habits, and customer expectations regarding the brand’s digital positioning. In addition, strategic tools such as SWOT and PESTEL analyses were applied to examine the internal and external environment of the venture. The results indicated that the brand has attributes valued by consumers; however, it shows limitations related to its limited presence in digital media. Based on these findings, a digital marketing plan was designed to strengthen the brand’s visibility and recognition in the local market.
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Copyright (c) 2026 Lilia Maritza Chamba Cabrera, Jherson Fabricio Puglla Guaillas , Jimena Elizabeth3 Chiriboga Benítez (Autor/a)
This work is licensed under a Creative Commons Attribution 4.0 International License.
