Facultad de Humanidades y Artes

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Propuesta de la comunicación estratégica para el restaurante San Carlo en la ciudad de Santiago de Cali.
(Universidad Santiago de Cali, 2023-11-03) Palomino Paz, María del Mar; Bedoya Sandoval, Claudia Liliana
This project's main objective is to propose strategic communication for the San Carlo restaurant in the city of Santiago de Cali, based on strategic models that generate added value, allowing the establishment of the brand and expanding the possible scenarios that allow high levels of competitiveness. and business development. All this is achieved through strategic communication processes that start from the needs of consumers, generating links that build loyalty and create commercial stability between the parties. Due to the above, a mixed approach investigation was proposed, which would allow incorporating the nature of the quantitative and qualitative data through interviews and surveys applied to both consumers and the administrators of the San Carlo restaurant in the City of Santiago de Cali. Among the most relevant results, it is evident that there are elements of improvement that can be implemented in relation to gastronomic communication processes based on the use and/or potentialization of social networks as the main support for the organic growth of the restaurant, impacting positively. for the company and significantly improving its business relationship with its customers.