Diseño de un plan de comunicación integral para la Empresa “Industria Maderera Buenaño” de la ciudad de Riobamba, periodo 2.016-2.017

Abstract

The design of an integral communication plan aims to contribute to the progress and development of the company “Industria Maderera Buenaño”, Riobamba City, with the purpose of improving the communicational management of the organization, focusing on internal institutional activities, in the same way in the positioning and corporate image to get clients. An assessment of the current market situation was carried out, with the use of the analysis DAFO, and the diagram Ishikawa, Then the communication plan was developed through the application of modern communication processes, improvement strategies, communication strategies that will serve in advertising, promotion, marketing, in its portfolio of products and achieve an adequate communication, which reaches the ideal customers. Based on the results obtained, an elementary proposal is proposed, to solve the weaknesses , with the implementation of a global communication system through business tools, control mechanisms, communication evaluation, focusing on the work climate and commitment of its collaborators, in turn in level of business commitment, successful recognition, increase of its sales, scope of internal and external benefits, and objectives.