Plan estratégico de marketing digital y posicionamiento para METALFA S.A., 2024
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Date
2025-05-05
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Publisher
Universidad Tecnológica Centroamericana UNITEC
Abstract
METALFA S.A., lleva más de treinta años en la industria del reciclaje de materiales y su compromiso con el desarrollo sostenible en la gestión responsable de residuos. Contribuyendo a la reducción de la contaminación y al aprovechamiento eficiente de recursos reciclables. La empresa enfrenta desafíos significativos en el competitivo mercado digital debido a la ausencia de una estrategia de marketing digital. Ante esta situación se realizó una investigación con enfoque mixto, alcance de estudio descriptivo, diseño no experimental de corte transversal. Se aplicó una encuesta a una muestra de 135 empresas del rubro maquilador ubicadas en San Pedro Sula, Villanueva, Choloma, de Honduras. Asimismo, se entrevistó a un experto en marketing digital y al propietario de la empresa. Los resultados indican que 45% de las empresas encuestadas no tienen un programa de gestión de residuos, el conocimiento que tienen sobre la empresa METALFA es de apenas un 25%. En cuanto a los canales de búsqueda sobre empresas de reciclaje el 70% utiliza los medios digitales, enfatizando que el 56% lo hacen a través de redes sociales. por lo tanto, se propone un plan estratégico de marketing digital enfocado en mejorar su visibilidad en línea y fortalecer el conocimiento de la empresa utilizando plataformas digitales, generar contenido educativo y email marketing. Este enfoque busca no solo impulsar el crecimiento económico, sino también su compromiso con prácticas empresariales sostenibles y responsables, que posicionen a la empresa como un innovador en el sector del reciclaje.
METALFA S.A., has been in the recycling industry for over thirty years, demonstrating its commitment to sustainable development through responsible waste management. The company contributes to reducing pollution and efficiently utilizing recyclable resources. However, it faces significant challenges in the competitive digital market due to the absence of a digital marketing strategy. In response to this situation, a mixed-methods research was conducted with a descriptive study scope and a non-experimental cross-sectional design. A survey was administered to a sample of 135 maquiladora companies located in San Pedro Sula, Villanueva, and Choloma in Honduras. Additionally, a digital marketing expert and the company's owner were interviewed. The results indicate that 45% of the surveyed companies do not have a waste management program, and awareness of METALFA is only at 25%. Regarding the channels used to search for recycling companies, 70% use digital media, with 56% doing so through social media. Therefore, a strategic digital marketing plan is proposed to improve the company's online visibility and strengthen its recognition using digital platforms, generating educational content, and email marketing. This approach aims not only to drive economic growth but also to reinforce METALFA's commitment to sustainable and responsible business practices, positioning the company as an innovator in the recycling sector.
METALFA S.A., has been in the recycling industry for over thirty years, demonstrating its commitment to sustainable development through responsible waste management. The company contributes to reducing pollution and efficiently utilizing recyclable resources. However, it faces significant challenges in the competitive digital market due to the absence of a digital marketing strategy. In response to this situation, a mixed-methods research was conducted with a descriptive study scope and a non-experimental cross-sectional design. A survey was administered to a sample of 135 maquiladora companies located in San Pedro Sula, Villanueva, and Choloma in Honduras. Additionally, a digital marketing expert and the company's owner were interviewed. The results indicate that 45% of the surveyed companies do not have a waste management program, and awareness of METALFA is only at 25%. Regarding the channels used to search for recycling companies, 70% use digital media, with 56% doing so through social media. Therefore, a strategic digital marketing plan is proposed to improve the company's online visibility and strengthen its recognition using digital platforms, generating educational content, and email marketing. This approach aims not only to drive economic growth but also to reinforce METALFA's commitment to sustainable and responsible business practices, positioning the company as an innovator in the recycling sector.
Keywords
Marketing Digital, Reciclaje, Redes Sociales, Sostenibilidad