Plan de comunicación estratégica y marketing digital para la empresa Cresly Pizzería

Abstract

Abstract:This research examines the strategic communication and digital marketing of Cresly Pizzeria, located in the city of Cuenca, which has two franchised locations since 2017. Although the pizzeria is well-received in the city and offers quality products, it exhibits several weaknesses in its digital communication strategy. The research was conducted using a mixed methodology, employing SWOT, PESTLE, and CANVAS analyses. Interviews with staff and surveys were also carried out. Surveys were conducted with 20 customers, and the results showed that the main strengths were product quality, with 70% acceptance rated as excellent, and customer service, with 90% satisfaction. However, weaknesses were also identified in digital media advertising and the lack of promotions. This plan aims to position the brand within six months through the use of digital strategies.