Plan de Marketing y Comunicación Digital para la empresa Calzado Jessi,

Abstract

Abstract: The footwear retail sector, such as Calzado Jessi, faces several challenges related to high market competition and changing consumption patterns, such as the increasing prevalence of online sales. Digital transformation presents a key opportunity for companies to address these issues while remaining relevant and competitive. This study stems from the need to strengthen brand positioning, increase visibility, and promote sales growth in an increasingly competitive and digitalized business environment. The research focuses on delivering strategic solutions to improve Calzado Jessi. For this development, a methodology with a qualitative and quantitative approach was applied, using research techniques such as document review (SWOT analysis), in-depth interviews, surveys/censuses or focus groups, audience segmentation, buyer personas, and surveys of current and potential customers. These tools were very helpful as they allowed us to diagnose the current situation of Calzado Jessi, identify its main strengths and weaknesses, as well as opportunities for improvement in its different environments.