Plan de comunicación estratégica y marketing digital para la empresa Autoventas Way S.A

Abstract

Abstract: This Curricular Integration Project aimed to design a strategic communication and digital marketing plan for Autoventas Way S.A., an authorized distributor of Mobil lubricants in the Ecuadorian B2B market, based on a comprehensive diagnosis of its communication and digital management. Using a mixed-methods approach, techniques such as document review, direct observation, in-depth interviews, and employee surveys were applied. This allowed for the identification of structural weaknesses in internal communication, dependence on informal channels, a lack of digital metrics, and limited strategic planning on social media. These results revealed a gap between the demands of the automotive environment and the company's communication practices, which negatively impacted customer loyalty and its market positioning. This study proposes an important and fundamental contribution: the design of a strategic plan that creates a balance between corporate branding, content generation, marketing actions, and above all, the strengthening of internal communication as the main tool to enhance the competitiveness of Autoventas Way S.A. in the digital world.