Plan de Comunicación Estratégica y Marketing Digital para Bellisima Boutique

Abstract

Abstract: This curricular integration project aims to develop a strategic communication and digital marketing plan for Bellisima Boutique, a clothing store focused on women's apparel, with the primary goal of increasing its positioning and brand recognition in the province of Santo Domingo de los Tsáchilas for the year 2024. This document consists of three chapters. The first chapter addresses the methodology of applied research, utilizing a mixed-methods design that combines quantitative and qualitative approaches. The techniques applied included document review, direct observation, content analysis, in-depth interviews, and focus groups. Additionally, SWOT and PESTEL analyses were conducted to evaluate the company's environment. The document review provided valuable information about the characteristics of Bellisima Boutique, which contributed to the development of more effective strategies, process optimization, and regulatory compliance. The SWOT and PESTEL analyses revealed that Bellisima Boutique is in a favorable position thanks to its internal strengths, such as the quality of its products and its capacity for innovation, and environmental opportunities, such as the growth of the digital market. Based on these data, chapter three presents a strategic communication and digital marketing plan detailing specific activities, resources, and timelines to position the brand in both the local market and digital media.