Universidad Católica Boliviana "San Pablo"

ABSTRACT The general objective of this project is the design of a strategy of marketing to adequately position the company "Bolivia en un Clic" through clients of the particular segment in Santa Cruz de la Sierra. There is a low management of promotional media for the positioning of the company, which means that competitors can reach customers first, which is why it is identified that it is necessary to develop marketing strategies and intensive communication tactics that allow improving the presence of the brand in terms of the desired segment of the target market and thus also increase its sales. To carry out the analysis of the sector, data from the National Institute of Statistics (INE) were considered, as well as the manager and workers of the company "Bolivia en un Clic" through which the current situation of the sector was diagnosed, the economic uncertainty and health of the country. Surveys were structured to current clients, individuals, small and medium-sized enterprises (SMEs) and company workers, on the other hand, interviews were conducted with the general manager of the company and a focus group of ten formed by large companies, where the The main findings were that the company “Bolivia en un Clic” does not have its active promotional media, a lack of knowledge of the company and its purpose, a willingness by customers to use its services, large companies have their own websites, a non-existent positioning in the minds of both customers and company workers. Therefore, the marketing strategy was developed in the proposal, which allows developing commercial management for a period of two years to the desired target market of the company Bolivia en un Clic, which are natural persons and Pymes with the In order to meet the objective of strengthening the position to achieve an increase in sales, finally with the financial evaluation of the proposal, the viability and profitability of the project can be evidenced, for which there is a NPV of Bs. 807.991,73 implementing the proposal. and a Cost/Benefit ratio of 2,69.