Plan de comunicación estratégica y marketing digital para la empresa Kassandra Jiménez Store

Abstract

Abstract: This project presents a Strategic Communication and Digital Marketing Plan for Kassandra Jiménez Store, a women's fashion company in Portoviejo with more than 10 years in the market. The company offers high quality products, but faces challenges in its digital presence, customer interaction and local and international competition. My goal is to examine the problems and consider innovative ways to improve in the digital world. Thus, we will analyse the shop using methods to identify positive and negative aspects, such as skills and problems it may face. I will analyse problems and propose innovative solutions to improve the shop digitally, identifying key strengths, weaknesses and opportunities: sustainable practices, diversification of digital channels and partnerships with influencers to enhance the brand. The plan includes digital marketing campaigns, content optimization and strengthening the brand identity based on quality, exclusivity and authenticity, seeking to increase visibility, strengthen the emotional connection with customers and boost sales, while seeking to strengthen the position of Kassandra Jiménez Store and create a replicable model for other SMEs with similar challenges.