Plan de comunicación estratégica y marketing digital para la empresa Churrasco Rey

Abstract

Abstract: During the pre-professional internship period at Churrasco Rey, key challenges were identified in the digital marketing and customer loyalty strategy. The lack of a clear social media strategy and an unstructured approach to loyalty will affect the effectiveness of the campaigns. Through a comprehensive diagnosis, aspects such as organizational structure, customer perception, and operational efficiency are analyzed, which allowed the design of a strategic plan focused on strengthening the brand's digital presence and improving customer loyalty. The use of social networks such as Instagram and Facebook was identified as a key opportunity, but better alignment with the needs of the public is required. Despite progress, the company faces limitations due to its dependence on traditional methods, such as flyers, which limits its digital reach. It is recommended to structure a formal loyalty program and improve digital communication, taking advantage of platforms to create an active and engaged community.