Plan de comunicación estratégica y marketing digital para Setecientos

Abstract

Abstract: This curricular integration project develops a strategic communication and digital marketing plan to enhance SETECIENTOS' positioning and establish it as a leader in its segment. SETECIENTOS, dedicated to selling cycling-related products, is known for its excellent service and high-quality inventory. However, despite offering renowned brands, it has lost positioning, negatively impacting sales, brand image, social media engagement, and in-store traffic. The research combines quantitative and qualitative data, using SWOT and PESTEL analysis for internal and external diagnostics, along with the advertiser's brief and marketing mix. Proposed strategies include valuable content creation, free events, inbound marketing campaigns, and collaborations with cycling influencers to strengthen its digital presence. In conclusion, the strategic communication plan will provide SETECIENTOS with a solid guide to regain its positioning and establish itself as a market leader.