Plan de marketing y comunicación digital para la empresa cafesure.sas.bic

Abstract

Abstract: This curricular integration project aimed to design a marketing and digital communication plan for Cafesure S.A.S. B.I.C., a specialty coffee exporting company with a triple-impact approach. The research addressed the lack of internal digital channels as the main limitation to its international positioning. A mixed-methods approach was applied, integrating interviews, surveys, and document review, which allowed for the construction of a solid diagnosis of the company's communication management. The results revealed strengths such as product traceability and sustainability, but also weaknesses in digital presence and promotion. Based on this, a strategic proposal was formulated to strengthen visibility, credibility, and connection with B2B clients, contributing to closing the digitalization gap in the Ecuadorian agricultural export sector.