ND

Abstract

Abstract: In the current context, companies face the challenge of standing out in a competitive market and authentically connecting with their target audience. Interactions between brands and customers in digital environments have a significant impact on a company's success. These impacts are related to the constant changes in online consumer behavior, forcing companies to adapt to keep up with current trends. This project proposes a comprehensive strategic communication and digital marketing plan for "MULTISERVICIOS MARY," a B2C microenterprise focused on end-customer engagement through retail sales. A detailed analysis of the company's internal and external situation was conducted, identifying key strengths and weaknesses. These findings facilitated the definition of a general objective focused on improving the brand's digital positioning and strengthening customer loyalty. The presented plan includes specific strategies and practical actions designed to enhance the company's online presence, consolidating it as a leading brand in the national basic food market, thus ensuring its competitiveness and relevance in the basic food basket industry.