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Plan de marketing digital para la cobertura de nuevos segmentos de mercado para la empresa MAPFRE Atlas CIA de Seguros S.A

Author

Listed:
  • Guerra Cedeño José Luis
  • Suarez Rodríguez Kristel Fabiana
  • Beatriz Garcés Alava

Abstract

MAPFRE ATLAS surge en el mercado asegurador ecuatoriano como la nueva razón social de Atlas Compañía de Seguros, luego de la compra de un importante paquete accionario realizado por MAPFRE, la más grande aseguradora de España. La sede de Ecuador no presenta una estrategia de marketing digital lo cual arroja ciertas falencias a la hora de incrementar mas segmentos de mercado por tal motivo se crea una estrategia basada principalmente en el control de las redes sociales y elaboración de bases de datos para ser gestionados por el equipo de ventas y marketing, las mismas que promueven la comunicación entre la empresa y el cliente y también los fideliza.

Suggested Citation

  • Guerra Cedeño José Luis & Suarez Rodríguez Kristel Fabiana & Beatriz Garcés Alava, 2019. "Plan de marketing digital para la cobertura de nuevos segmentos de mercado para la empresa MAPFRE Atlas CIA de Seguros S.A," Observatorio de la Economía Latinoamericana, Servicios Académicos Intercontinentales SL. Hasta 31/12/2022, issue 253, march.
    • Handle: RePEc:erv:observ:y:2019:i:253:27
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