Plan de comunicación integral para la Empresa procesadora de lácteos “Campo Fino” del cantón Salcedo, provincia de Cotopaxi

Abstract

This paper proposes a comprehensive communication plan for the positioning of the dairy processing company "CAMPO FINO", in order to carry out a growth and recognition that grants the commitment to make known a company with sustainability and innovation by the good management of internal and external communication. Based on the above, market research was used through a survey of external customers and a survey of the organization’s workers, the company manages weak communication channels with its internal and external customers, in this way, a comprehensive communication plan has been developed that proposes addressing key strategies with objectives aimed at socializing and implementing a global communication and intercepted with the company’s public, a strengthening of the corporate image and internal communication channels that improve the working environment and commitment to the company. It is concluded that the comprehensive communication plan should aim at promoting the correct direction of information first within the company generating clear communication objectives, and the second create informative content that contains a reliable and accurate message from the organization to its audience. It is recommended to implement an efficient integrated communication with interest groups to generate organizational empowerment and thus market positioning in their place of origin.