Plan de comunicación estratégica y marketing digital para la Empresa MAXRED PALANDA

Abstract

Abstract: This project focuses on developing a strategic communication and digital marketing plan for the company MAXRED PALANDA. A mixed methodological design was used that combines quantitative and qualitative approaches. The techniques applied included the review documentary, contextual analysis and conducting surveys. Likewise, they implemented SWOT and PESTEL analyzes to evaluate the company's environment. The documentary review provided valuable data on the characteristics of the company, its current strategy of marketing and its positioning in the market. The SWOT and PESTEL analysis revealed that MAXRED PALANDA is in a favorable position thanks to its internal strengths, such as the quality of its products and its capacity for innovation, and the opportunities of the environment, such as the growth of the digital market. Based on these data, a digital marketing strategy detailing specific activities, resources, and timelines to position the brand in the local market and in digital media. The strategy focuses in taking advantage of social networks and websites to highlight the potential of MAXRED PALANDA products and innovation in its creative processes.