Optimización digital integral para la empresa "EMCABOL LTDA." a través del desarrollo de una página web
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Abstract
El análisis se enfoca en Emcabol Ltda., una empresa boliviana especializada en la industrialización de carne de camélidos. Se realizó un exhaustivo análisis FODA que identificó fortalezas como la calidad del producto y la marca reconocida, así como debilidades y amenazas, además de oportunidades en la expansión del mercado en línea. También se aplicaron las 5 fuerzas de Porter y la matriz PESTEL para evaluar factores externos. La página web sumitaa.com, diseñada con WordPress, presenta un diseño claro y atractivo con secciones como inicio, productos y tienda. A pesar de obtener una puntuación del 74 % en velocidad de carga tras pruebas de funcionalidad y un análisis SEO, la encuesta mostró satisfacción general, pero señaló áreas de mejora en navegación y diseño visual. Para promocionar sumitaa.com, se propuso una campaña inicial en Facebook y WhatsApp Business, dirigida a clientes actuales y potenciales. Esta estrategia incluye publicidad pagada, invitaciones personalizadas y contenido educativo como recetas, reportes sobre carne de llama y videos tutoriales. Además, se recomienda un análisis continuo del comportamiento del usuario y el rendimiento del sitio para optimizar la experiencia en línea. Emcabol Ltda. debe fortalecer su estrategia de ventas en línea y marketing digital para enfrentar la competencia y aprovechar las oportunidades del mercado. La estrategia para sumitaa.com se centra en una promoción efectiva, contenido de calidad y un análisis constante para asegurar una sólida presencia digital.
The analysis focuses on Emcabol Ltda., a Bolivian company specializing in the industrialization of camelid meat. A comprehensive SWOT analysis was carried out to identify strengths such as product quality and brand recognition, as well as weaknesses and threats, and opportunities for online market expansion. Porter's 5 Forces and the PESTEL matrix were also applied to evaluate external factors. The sumitaa.com website, designed with WordPress, presents a clear and attractive design with sections such as home, products and store. Despite scoring 74% for loading speed after functionality testing and SEO analysis, the survey showed overall satisfaction, but noted areas for improvement in navigation and visual design. To promote sumitaa.com, an initial campaign was proposed on Facebook and WhatsApp Business, targeting current and potential customers. This strategy includes paid advertising, personalized invitations and educational content such as recipes, llama meat reports and video tutorials. In addition, continuous analysis of user behavior and site performance is recommended to optimize the online experience. Emcabol Ltda. should strengthen its online sales and digital marketing strategy to face competition and take advantage of market opportunities. The strategy for sumitaa.com focuses on effective promotion, quality content and constant analysis to ensure a strong digital presence.
The analysis focuses on Emcabol Ltda., a Bolivian company specializing in the industrialization of camelid meat. A comprehensive SWOT analysis was carried out to identify strengths such as product quality and brand recognition, as well as weaknesses and threats, and opportunities for online market expansion. Porter's 5 Forces and the PESTEL matrix were also applied to evaluate external factors. The sumitaa.com website, designed with WordPress, presents a clear and attractive design with sections such as home, products and store. Despite scoring 74% for loading speed after functionality testing and SEO analysis, the survey showed overall satisfaction, but noted areas for improvement in navigation and visual design. To promote sumitaa.com, an initial campaign was proposed on Facebook and WhatsApp Business, targeting current and potential customers. This strategy includes paid advertising, personalized invitations and educational content such as recipes, llama meat reports and video tutorials. In addition, continuous analysis of user behavior and site performance is recommended to optimize the online experience. Emcabol Ltda. should strengthen its online sales and digital marketing strategy to face competition and take advantage of market opportunities. The strategy for sumitaa.com focuses on effective promotion, quality content and constant analysis to ensure a strong digital presence.
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Vol. 11, No. 3