Comunicación integral de marketing para posicionar a TVSultana T.V.S S. A en la ciudad de Riobamba

Abstract

The purpose of this degree work is to design marketing strategies to position the company TVSULTANA T.V.S S. A" in the city of Riobamba, with the intention of knowing the current state of the company allowing to propose comprehensive marketing communication strategies and positioning, since the purpose of this research is to be able to provide a solution to the existing problem within the channel. Regarding the methodology, it has qualitative and quantitative approaches, applying techniques such as surveys for both the internal staff of TVS", and for the external public, interviews with the General Manager and the General Producer, an extensive analysis was also carried out internal and external through the elaboration of the SWOT matrix that could know the current situation of the company. According to the results obtained, comprehensive communication is feasible for the positioning of the company in Riobamba, this television channel does not have the human talent trained in its different areas of work, and there is also demotivation of the staff, therefore the work environment is regular, it is for this reason the proposal is fundamental in designing strategies that promote an improvement with respect to internal and external communication, considered fundamental axes to provide an efficient communication service, achieving differentiation from the competition. Faced with this, it is recommended to execute the proposed strategies, in order to promote growth that respects communication, achieving the proposed objective, which is to position the company in the city of Riobamba.