Plan de comunicación estratégica y marketing digital para B-SAFE BUSINESS S.A.S

Abstract

Abstract: The curricular integration work for B-SAFE covered four fundamental chapters: the theoretical framework, the methodology, the results and the tactical strategic action plan. Through this research, areas of improvement were identified that the company must address to stand out on social networks and within the process management, quality management, and occupational health and safety market. An in-depth evaluation was carried out about B-SAFE's position in the 4Ps of marketing and its competitive situation in the market. The main problem identified lies in the lack of creation of valuable content that reflects the brand's services, which prevents maintaining consistency in publication on social media and achieving the brand positioning desired by the company. To overcome these challenges, it was important to develop a strategic communication and digital marketing strategy that not only maintains a constant presence on social networks, but also adds brand value, allowing the strengthening and positioning in the market, meeting the stated objectives.