Plan estratégico de posicionamiento en entornos digitales para la marca "La Catalina" cafetería, coworking y colectivo que promueve la movilidad en bicicleta, para el período 2026

Abstract

Abstract: The purpose of this research is to analyze how the La Catalina brand is positioned in digital environments and the impact of its presence on consumer belief. To achieve this aim, a mixed-methodology approach was applied, integrating quantitative and qualitative techniques to obtain a comprehensive and reliable view. The tools employed included a literature review, an analysis of the company's social media, a semi-structured interview with key stakeholders, and the use of strategic diagnostic tools such as PESTLE, SWOT, and Model Business Canvas, which allowed for the identification of weaknesses, opportunities, and external influencing factors. The results obtained showed that La Catalina keeps a limited digital presence, lacking a solid strategic plan that would allow it to better position itself or achieve greater online visibility. Based on this diagnosis, a strategic digital positioning plan was developed, aimed at strengthening the brand on various platforms, improving user interaction, and effectively responding to the interests, needs, and expectations of its target audience.