Plan de comunicación y marketing digital para la empresa comercial sarmiento e hijos

Abstract

Abstract: The main objective of this Curriculum Integration Project is to design a digital marketing and communication plan for Commercial Sarmiento e Hijos, located in the Paute canton of Azuay. Using a mixed-method approach, tools such as interviews, surveys, SWOT and PESTEL analyses, and social media evaluations were used to diagnose the company's current situation, identify its communication weaknesses, and uncover opportunities for improvement in the digital environment. The study showed that, although the company has a loyal customer base and good local recognition, it lacks an active digital presence, which means it is underutilizing channels such as WhatsApp and Facebook. Based on these findings, a realistic, adaptable, and resource-aligned digital strategy was proposed. This strategy includes actions to retain current customers and attract new audiences, especially young digital users. This project offers a practical and applicable solution to the company's needs, helping to improve its visibility, competitiveness, and sustainability in the local market.