Plan de Marketing Digital y Comunicación Estratégica para Comercial Andrade

Abstract

Abstract: The objective of this research was to develop a digital marketing and strategic communications plan for Comercial Andrade, improving its competitiveness and market positioning. This work adopted a mixed-methods approach, combining qualitative and quantitative methods to gain a more complete and in-depth understanding of Comercial Andrade's internal and external environment. The research findings highlight that Comercial Andrade has a strong reputation based on the quality of its products and a loyal customer base, which constitutes a key strength. However, critical areas for improvement were identified, such as limited infrastructure and a single point of sale, which restrict the company's reach and operational capacity. The analysis of the external environment identified significant opportunities in the growing demand for sustainable and eco-friendly products, driven by responsible consumption trends and government policies that promote sustainability. The proposed plan seeks to improve Comercial Andrade's visibility through digital marketing strategies, including educational campaigns, video posts, and newsletters to connect with its audience.