Plan de comunicación para el posicionamiento de la empresa Construcciones Gavilanes de la ciudad de Riobamba

Abstract

In this work a communication plan is proposed for the company Construcciones Gavilanes from Riobamba city, where the analysis of the variables are communication and positioning plan, through a theoretical foundation with the aim of improving the positioning of the company, taking into account the external factors which it could affect the positioning of the enterprise. This study is carried out through a non-experimental design, and concluded an analysis in the field work, of transversal character, where it was established that the levels of the research will be descriptive of the information sought in order to formulate a problem, using the inductive method allowing to synthesize the information collected; clarifying that the tool that is implemented for data collection was the application of a survey addressed to the economically active population of the city of Riobamba, noting the lack of a communication plan, continuing with the establishment of the hypothesis and the respective verification through the chi-square method, as a result of the approach of several strategies to help the positioning of this company.