Posicionamiento de marca en entornos digitales para HamHot Hamburguesas Cuadradas de la ciudad de Loj

Abstract

Abstract: This thesis analyzes the positioning of HamHot Square Burgers in digital environments, identifying weaknesses in its social media presence. The main objective was to increase customer traffic by 20% in three months through a digital strategy aimed at improving brand visibility and engagement. A mixed methodology was used to diagnose this research, combining customer surveys and a semi-structured interview with the owner. Instruments such as SWOT, PESTEL, and the Canvas model were also used to obtain a more comprehensive analysis. Furthermore, the results indicate a positive reception of the product (square burger); however, due to its weaknesses, it is evident that digital communication is not very effective, limiting its reach and connection with the target audience. In conclusion, it is recommended to take further actions focused on increasing brand recognition, improving its digital presence (social media), and building customer loyalty in a highly competitive local market.