Plan de marketing y comunicación estrategica para la empresa Skalec

Abstract

Abstract: This project emerged from the need to strengthen the way SKALEC communicates in the digital space. Although the company produces high-quality aluminum ladders, its presenceonline doesn t reflect the same standard, which limits its visibility and potential growth. Through qualitative methods such as interviews, observation, and surveys, it became clear that SKALEC has untapped potential in its digital strategy. The study identified weaknesses in its use of social media and a lack of direction in its advertising efforts. Based on this diagnosis, a practical and scalable digital marketing and communication plan was proposed. The goal is not only to increase website traffic but also to create deeper engagement with current and potential customers. More than a theoretical approach, this work aims to offer SKALEC real tools to adapt to an increasingly digital market, where communication is no longer a complement, but a necessity for survival and growth.