PROPOSAL FOR APPLICATION OF LOCATION BASED MARKETING CASE: GRULLA, C.A.

Abstract

The general objective of this research was to propose Location Based Marketing for the promotion of ecommerce on an international scale. Case: Grulla, C.A. Methodologically, it is a descriptive study, with a non-experimental design, the population under study represented by the company, the key informant being the company's sales manager, considering that it is a case study, where the research efforts on a particular target population. The data collection instrument was a structured interview with open questions consisting of 36 items; that do not contain limits of responses. The results were analyzed using the triangulation method, highlighting that the company is not affected by the geographic perception of the consumer, in addition, they do not apply any type of marketing strategy, they do not have technological tools, while the value proposition offered by the company It is not constituted by any of the aspects related in the theory, even when it is acceptable. Likewise, a Location Based Marketing implementation system was designed based on a series of stages based on the management of the process.