Plan de marketing y comunicación digital para la empresa Ricky Grill

Abstract

Abstract: The curricular integration project was developed with the purpose of creating a digital marketing and communication plan for the Ricky Grill restaurant, located in the Balzar canton, aimed at improving its visibility, brand positioning, and commercial performance in digital media. A mixed-methods approach was used, combining qualitative and quantitative research techniques, such as document review, direct observation, in-depth interviews, and surveys. This allowed for an analysis of the business's internal and external situation based on the criteria of product, price, place, and promotion. The results revealed that the main strengths were the quality of its culinary offerings and its local recognition. Weaknesses identified included a limited digital presence and unplanned communication strategies. As a response to this dialogue, a strategic proposal was developed that focused on increasing sales through digital advertising, strengthening channels requested via WhatsApp, and implementing a social media content plan aimed at increasing reach, interaction, and customer loyalty.