Plan de marketing y comunicación digital para la empresa Sakae Sushi

Abstract

Abstract: This curricular integration project focuses on the area of ​​digital marketing and communication in the gastronomic sector of Cuenca, specifically examining the Sakae Sushi company. The study addresses the problem of a lack of digital presence and, consequently, the absence of a digital communication plan and marketing strategies that would allow the company to understand its target audience and consolidate its brand within the competitive environment of the sector. The research adopted a mixed-methods approach, utilizing both quantitative and qualitative techniques to obtain significant data and information for the project's development. The study revealed a low frequency of publications, visual inconsistency, and a lack of strategic campaigns, which limited reach and customer loyalty in digital media. After identifying the company's needs, a comprehensive digital communication and marketing plan was designed, based on branding, communication management, and digital advertising strategies to strengthen brand identity and positioning. Implementing the plan will allow Sakae Sushi to consolidate its image and achieve a stable and measurable digital positioning.