“Plan de comunicación integral para posicionar la empresa la Molienda San Luis de la ciudad de Riobamba”

Abstract

The purpose of this Curricular Integration Work was to elaborate an integrated communication plan, through strategies that increase the positioning and communicative management of the company La Molienda San Luis in the city of Riobamba. Thus, information associated with the positioning of the company in the market of Andean grains and cereals was gathered through a qualitative and quantitative approach, with a descriptive, non-experimental, transversal level of research, the type of study used was documentary and field with deductive, inductive and synthetic methods, The type of study used was documentary and field with the deductive, inductive and synthetic methods, essential to continue with the study, and with data collection techniques such as a survey conducted to a specific number of inhabitants of the city of Riobamba and the interview with the general representative, which allowed to know in depth positive aspects and internal and external improvement for La Molienda San Luis. It could be deduced that the company is not recognized in the city due to the lack of implementation of informative channels that allow a clearer and more concrete message to consumers. The proposal for the work starts from the implementation of a communication model, which consists of a series of phases to be considered, where an analysis of the current situation is developed through internal and external matrix factors SWOT, MEFI, MEFE and SWOT CROSSED, which allowed designing communication strategies that intervene in the positioning and recognition of the company in the market, with the aim of raising awareness about the products offered, generating loyalty and satisfaction of the needs demanded by each of the consumers.