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Title: Plan de marketing digital para CREXANS: tienda online de ropa deportiva
Author: Sanchez i Badia, Mireia
Tutor: Alonso Vilar, Laura
Others: Cerdan Chiscano, Monica  
Abstract: The following study presents an online promotion strategy for CREXANS, a brand specialized in selling sports apparel for women, catering to both teams and individual athletes. CREXANS was established in 2019 with the aim of providing high-quality swimwear. However, due to the emergence of the Covid-19 pandemic and the closure of aquatic facilities, the brand had to redirect its focus towards producing custom sports garments for teams. Currently, in 2023, the brand’s objective is to concentrate on the online market targeting end consumers (B2C). Its digital presence primarily revolves around its website, where it conducts its main operations, and social media platforms such as Instagram and Facebook, where it engages with its target audience, solidifies brand image, and attracts visitors to its website. The reason for selecting this brand for the study is that it is owned by the student, who has limited resources and has not been able to develop a clear strategy of fully leverage the brand’s potential due to time and capital constraints. Therefore, the aim is to support the company in its expansion efforts and enable the owners to acquire more resources to invest in order to enhance the significance of the B2C online sales channel compared to the B2B business model. Additionally, by analyzing her own company, the marketing plan’s responsible party has direct access to the necessary databases and information to evaluate its progress, enabling her to implement future actions that provide a practical approach, addressing both theoretical and practical aspects. Thus, the primary purpose of this research is to evaluate the project’s feasibility and assist the company in increasing its revenue and profit margins through the strategic implementation of digital marketing tactics. To achieve this, efforts will be made to enhance brand visibility, optimize advertising investments, and improve the overall performance of the website and social media platforms where the company is present.
Keywords: electronic commerce
social media
digital marketing plan
social media
web positioning
online sportswear store
Document type: info:eu-repo/semantics/masterThesis
Issue Date: 22-Jun-2023
Publication license:  
Appears in Collections:Trabajos finales de carrera, trabajos de investigación, etc.

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