Plan De Comunicación Estratégica Y Marketing Digital Para La Empresa Micro Mercado Marley

Abstract

Abstract: This Curriculum Integration Project comprises three chapters and focuses on the Strategic Communication and Digital Marketing Plan for the Micro Mercado Marley business. Through this study, both internal and external factors of the business have been identified, highlighting weaknesses, threats, strengths, and opportunities, with the objective of implementing strategies that enhance its visibility and consolidate its position as a key grocery and Banco del Barrio service point in the El Arenal Parish. This research, which employed various techniques, includes qualitative and quantitative analyses that have provided important insights into Micro Mercado Marley, facilitating the development of strategies to improve its presence in different digital media. Furthermore, techniques such as document review, direct observation, web analytics, in-depth interviews, and surveys were used, which have allowed for a comprehensive understanding of the current situation of Micro Mercado Marley. Therefore, this research aims to strengthen the business's image, boost its growth, and consolidate its position as a convenient and, above all, efficient option for customers in the El Arenal Parish.