Plan de comunicación estratégica y marketing digital para la empresa de instrumentos musicales Guitarras Uyaguari

Abstract

Abstract: The research focuses on developing a strategic communications and digital marketing plan for "Guitarras Uyaguari" to improve its market positioning and expand its reach to potential customers through digital tools. Through an analysis of the company's current situation, along with PESTEL and SWOT studies, strengths, weaknesses, opportunities, and advantages were identified for its application in the digital environment. Surveys and interviews were conducted with customers and administrators to understand their perceptions of the brand and its digital expansion. With appropriate triangulation of the results, a viable plan for national and international growth was designed. The proposed strategies include the creation of content for social media, an online store, digital advertising campaigns, and collaborations with influencers and artists. Also considered were improvements to the brand image and product customization. The results reveal that, although customers value quality and tradition,.