Plan de comunicación corporativa para la Microempresa Café Orgánico “Aroma y Tradición” de la ciudad de Riobamba

Abstract

The present degree work consists of a design of a corporate communication plan for the “Aroma and Tradition” Organic Coffee Micro-enterprise with the aim of improving the positioning and corporate image. For the investigation, the interview with the Manager was applied as a preliminary study, in addition, it was used a sample of 245 people from the urban EAP of Riobamba city, to whom surveys were applied through a questionnaire and finally the SWOT with all the variables found in the investigation. Through the information obtained it was possible to know the current status of both internal and external small businesses, it was determined that 94% of the respondents do not know “Aroma and Tradition” Organic Coffee brand, in turn they were inclined to receive information through social networks with 61% of the total respondents; according to all the information, strategies such as business philosophy, brand manual, corporate identity, advertising, communication through packaging and social networks were developed, which will help improve its positioning and growth. The strategies have their respective objective such as responsibility, budget and schedule, as well as a monitoring and control mechanism that will allow evaluating the implementation of the proposal. Due to this, it is recommended to apply all the above-mentioned strategies in order to improve the corporate identity at “Aroma and Tradition” Organic Coffee institution to foster value in current customers and provide confidence to potential customers, thus achieving an increased market positioning.