Plan de comunicación para el posicionamiento de la empresa “Merseguridad Cia Ltda” de la ciudad de Santo Domingo de los colorados

Abstract

The research “Communication Plan for the positioning of the company Merseguridad Cia Ltda of the city of Santo Domingo de Los Colorados is aimed to set strategies for the company communication in its sector. The quantitative and qualitative approaches with a correlational research level were part of the methodology used. Techniques conducted to determine the sample size were an interview with the manager of the company and a survey of external clients and subsequently, explore the space and collect the information. For this reason, the research also obeys a field research process. The different methods used vary according to the nature of the research procedures. The compilation of market information for the communication strategies development followed a deductive method. The analytical method allowed the compilation of statistical data and the results of the market research while the synthetic method allowed the introduction, the summary, and the conclusions of this study. The hypothesis validation by the Spearman method supports this research by determining the influence of the communication plan on the company positioning. The research findings allowed to set strategies to reach a wider audience and improve the positioning of the company. To conclude, the lack of interest in transferring information of the company to its clients has led it to a weak position in the market.