Plan de comunicación estratégica y marketing digital para la empresa Yachik Snacks

Abstract

Abstract: Yachik Snacks, specialized in the artisanal production of healthy fruit snacks, is faces economic challenges that demand a reevaluation of its communication and digital marketing. The economic contraction requires adaptation to maintain and expand your customer base in a competitive business environment. Wanted implement a Strategic Communication and Digital Marketing Plan, to recover from economic impacts, and strengthen the connection with customers. A SWOT analysis was applied which highlighted strengths such as personalized attention and product quality, while the PESTEL analysis highlights the importance of addressing low national presence and repositioning individual snacks. The results obtained through RACE and PESO show the Yachik's strategic ability to identify target groups and communicate effectively in digital media, positioning it favorably to optimize its presence and achieve impact. Aware of the opportunities, the lack of a clear strategy and the decline sales underline the urgency of a strategic intervention, with substantial improvements in digital presence to achieve the vision of being a nationally recognized brand.