Plan de marketing y comunicación digital para la empresa Route15cDiana Carolina Vargas Holguin.

Abstract

Abstract: The problematic situation addressed in this study is based on the fact that the Route15 business model showed deficiencies in the management of its marketing and digital communication activities, reflected in limited exposure in virtual environments, the absence of strategic planning, and a weak positioning compared to its competitors. Therefore, the overall purpose of the research was to design a digital marketing and communication plan aimed at strengthening the brand's positioning within the gastronomic sector of the Samborondón canton. Furthermore, to achieve this purpose, a quantitative approach was chosen, combined with qualitative techniques such as interviews and direct observation, supported by structured surveys administered to customers. The marketing study made it possible to identify strengths in the gastronomic offering, as well as weaknesses in the areas of promotion, distribution, and digital identity. Consequently, the analysis concludes that the proposed solution contributes to optimizing the digital presence, strengthening communication coherence, and increasing the competitiveness of the venture.