Plan de negocios para el impulso publicitario digital en la empresa Aby Shoes dedicada a la producción y comercialización de calzado.

Abstract

Companies are constantly growing and must continue advancing according to the requirements of society and the market. Therefore, the need arises to continue advancing in generating strategies that seek to continue strengthening the company in the face of economic, cultural and social environments. This work was based on strategically analyzing the footwear company of Dama Aby Shoes, in order to know the conditions and the deepening of the performance of this footwear company in the city of Cúcuta. This research addresses the positivist, qualitative and descriptive approach, which is developed from the documentary analysis that is supported by means of the SWOT matrices; PORTER; MEFE; MEFI; IE. With this diagnosis, through the Balance Scorecard, strategies were designed that can serve as a contribution to promote the brand and its product portfolio on social networks.