Plan de comunicación integral para mejorar el posicionamiento de la Microempresa El Granjero Guaneño en la ciudad de Riobamba

Abstract

The objective of this degree work is to develop a Marketing Integral Communication Plan, in order to improve the microenterprise positioning of your product, the Guaneño Farmer, which aims to increase sales and recognition, taking into account the commitment and responsibility with the environment. For the investigation it was necessary to carry out the situational analysis of the microenterprise through the SWOT matrix, VALUE CHAIN, PEST matrix, and market research through surveys of external clients and the employees of the organization, and then the processing of the Results and interpretation, in which the existence of certain factors affecting microenterprises was determined, such as the current situation of the country, the media, the incorrect design of the tuna tuna container. Therefore, the comprehensive communication plan was developed which proposes strategies that improve the corporate image, advertising, promotion, which allow strengthening the brand and the most used media to transmit the correct information through a clear and concise message to the clients. It is recommended to implement this research which will help generate more interest in current and potential customers, and Therefore market positioning.