Plan de comunicación estratégica y marketing digital para Distribuidora Orozco

Abstract

Abstract: The importance of companies focuses on energizing the economy, facing continuous changes in the environment; for Orozco Distributor, adapting to technological innovation has been a challenge, given that its operational processes are carried out in a traditional way. This Curricular Integration Work is atructured in three chapters: chapter one focuses on the methodology; chapter two, in the análisis of results; and chapter three, in the strategic communication and digital marketing plan. This work was developed under a mixed methodological approach, that is, qualitative and quantitative methods were used to explore and understand the company s macroenvironment, as well as to measure and analyze quantifiable variables. Initially, a diagnosis was carried out, in which it was identified that the company has a low positioning, evidenced by the los of key clients and the lack of adequate communication management. Based on these findings, an effective solution was formulated, the implementation of a strategic communication and digital marketing plan that strengthens the positioning and visibility of the company on digital platforms.