Plan de comunicación para incrementar el posicionamiento de la microempresa “Aco-Textil” en la ciudad de Riobamba

Abstract

The present study consisted of designing a communication plan with the aim of increasing the positioning of a microcap called "Aco - Textil" headquartered in Riobamba city. To do this, specific strategies were developed in the internal and external communication process of the company. A preliminary analysis was carried out about the situation of the company and a market study was also carried out with the application of a survey, in order to collect information about the preference of users regarding the most used communication media. The analysis was developed through the use of matrices such as the SWOT matrix, considering all the important variables of the company, where it was possible to obtain as a result the current situation of the microcap against the competition and the market in which it operates. Once all these results were obtained, some strategies were established based on the most common communication tools used today. The applied market research determined that social networks become the most used tools, so the proposed strategies were based on both web tools and conventional tools. It is recommended that the proposed communication plan can be applied with all the defined strategies to achieve the expected results, it is also important to maintain permanent management of internal communication tools in order to control the working environment.