Plan de marketing y comunicación digital para comercializadora de lubricantes Lubri Mabel CIA.LTDA

Abstract

Abstract:This curricular integration project focuses on the proposed planning of Strategic Communication and Digital Marketing for the Lubricants Marketing Company, Lubri Mabel CIA. LTDA, to reinforce the organization's strategic actions. The first chapter describes the company's current situation along with the planning objectives. It then presents the selected approach that guided the application of research techniques for data collection, including document review, direct observation, in-depth interviews, and surveys. These points were key as they illustrate the execution process and how it contributes to the marketing plan's diagnosis. The second chapter presents the results obtained based on the mixed-methods approach, allowing for an in-depth analysis of the study. Chapter three details the development of the diagnosis, the formulation of SMART objectives, and the segmentation of the target market for the development of the tactical action plan. Concluding with the presentation of conclusions and recommendations that will give coherence to the proposal.