Plan de comunicación para el posicionamiento de la Asociación de Productores Agrícolas Grangero Guaneño Asoproguano en el cantón Guano, provincia de Chimborazo

Abstract

The present study aims to create a communication plan to position the Association of Agricultural Producers called Granjero Guaneño Asoproguano, which is located in Guano, province of Chimborazo, for which the preparation of online surveys was used as a methodology. with the Google Drive tool applied to internal customers, members of the microcap and external surveys to the citizens of Riobamba city. According to the results obtained, it was possible to show that most of people surveyed do not recognize the company called GRANJERO GUANEÑO, likewise, an analysis of the current situation was carried out using a SWOT matrix, which allowed to detect the strengths, weaknesses, opportunities and threats of the environment. As a proposal, communication strategies were developed using digital marketing, taking as a reference the use of social networks that will allow the message to reach millions of people in the shortest possible time, advertising was used for the purpose to generate market positioning. Therefore, it is recommended to implement this communication plan that will serve for the loyalty of current customers and acquisition of new potential clients improving the social recognition of the company