Plan de marketing y comunicación digital para la empresa Centro Naturista Sol Verde

Abstract

Abstract: The purpose of this project was to design a digital marketing and communication plan for the Sol Verde naturist center, a medium-sized enterprise dedicated to selling natural products and providing naturopathy services in the province of Santa Elena. The research stemmed from the need to strengthen the center's digital positioning specifically regarding the content covered in the methodology, results, and the digital marketing and communication plan. The methodology employed followed a qualitative approach, supported by research techniques that enabled an assessment of the company's current situation. The results demonstrated that Centro Naturista Sol Verde possesses significant strengths including product quality, market experience, and personalized in-person service yet weaknesses regarding its digital presence were also identified. It is concluded that implementing the proposal will enable Centro Naturista Sol Verde to consolidate its positioning in the digital landscape, strengthen its competitiveness, and generate greater opportunities for commercial growth through strategic communication aligned with market needs and consumer behavior.