Plan de marketing y comunicación para la empresa TuGou

Abstract

Abstract: This Curricular Integration Project aims to develop a digital marketing and communication plan for TuGou, a fast-food business located in the Loreto canton, in order to strengthen its digital presence, improve its brand positioning, and increase interaction with its customers. The research was developed using a mixed-methods approach, combining qualitative and quantitative techniques such as document review, direct observation, in-depth interviews, analysis of digital metrics, and customer surveys. These findings demonstrated that, despite TuGou's acceptance in the local market and its diverse products, it has shortcomings in its strategic planning of digital communication and management of its social media networks. Based on the diagnosis, a strategic plan was designed that includes clear objectives, a definition of the target audience, creative strategies, digital tactics, and a budget focused on optimizing resources and measuring results. This work provides a practical guide to strengthen the competitiveness and sustainability of entrepreneurship in the digital environment.