Plan de comunicación corporativo para la Microempresa Calzado “Paso Fino” de la ciudad de Riobamba

Abstract

The current research work consists of the design of a corporate communication plan for the Paso Fino footwear microenterprise, intending to improve the corporate image by the approach of advertising strategies and promotion of the different products offered. A preliminary study was carried out through an interview with the general manager, followed by a market study within surveys applied to current and potential clients, and finally, the SWOT was built with all the variables found in the investigation. Within the information obtained in the interview was possible to know the current state of microenterprise, in the internal structure and the work environment; using surveys, statistical data were established about the people's requirements in their footwear, as well as different tastes and preferences for a particular model according to all the information, promotion and publicity strategies developed to help the company's growth; among them, the publicity and promotion in social networks, strategic points of sale, and the execution of a manual of functions for its best operation. Due to this, it is recommended to apply all the mentioned strategies to improve the corporate identity of footwear Paso Fino to generate greater value in current customers and give confidence to potential customers thus achieving an obvious market positioning.