Marketing Digital para el Posicionamiento de una MyPE del Sector Alimentario

The objective of the research was to determine the impact of digital marketing on the positioning of a MyPE in the food sector. The study was applied, with a mixed approach; of an experimental type, with a pre-experimental degree; Longitudinal Pre test - Post test. Techniques such as interview (General Manager), surveys validated by expert judgment (Cronbach's Alpha of 0.81) were applied to 30 corporate clients (convenience sampling) through an online questionnaire. The development of research was carried out according to stages starting with the situational diagnosis (determining mission, vision, process map). Continuing with the design of the Digital marketing model through matrix analysis (MEFI Matrix, MEFE, Porter's 5 Forces, Competitive Profile Matrix, SWOT) based on the RACE methodology (Reach, Act, Convert and Loyalty). Subsequently, the model was implemented and evaluated through the Post Test, obtaining as results an increase in the perception of the organizational culture by customers of 16.7%, company personality an increase of 6.7%, customer satisfaction of 26.7%, brand positioning 30%. Finally, the economic impact was evaluated, managing to be accepted with the results of a NPV of S/. 55 089; IRR of 120% and B/C of s/. 2.46.