Estrategia de marketing social – digital para el fortalecimiento de Lyon Sport Wear

Abstract

This project proposes an improvement strategy to increase the recognition of Lyon Sport at local and national level through digital marketing and the organization of sporting events. The research focused on analyzing the key relationships with the main actors involved: customers, suppliers and creditors. The management model based on the PDCA cycle (Plan, Do, Check, Act) was used, with the aim of optimizing the company's commercial performance. Specific skills were developed to improve the relationship with customers, such as the use of WhatsApp business and responding to requests effectively. Improvements in the omnichannel shopping experience were also proposed. Regarding the relationship with suppliers, the importance of efficiently managing the supply chain and negotiating favorable contracts was highlighted. In financial management, the focus was on maintaining an adequate debt structure and transparency in the relationship with creditors. The work plan included the use of digital tools such as social networks, which allowed a 330% increase in Instagram followers and the opening of a TikTok account. Events such as the "Blue Cup" tournament were also implemented, which contributed to local recognition. On the international front, Lyon Sport has managed to establish relationships with clients in the Dominican Republic, expanding its reach.