“Plan de comunicación integral para posicionar a la empresa Tendencias Spa en la ciudad de Riobamba”

Abstract

The objective of this Curricular Integration Project was to propose an integrated communication plan to position Tendencias Spa in the city of Riobamba to increase sales and recognition of the company in the market. For this reason, theoretical research was conducted, such as the bibliographic support on the study variables applied, also applying a qualitative and quantitative approach, with descriptive research level, non-experimental, transversal, involving methods such as inductive, deductive, and analytical, through data collection techniques such as the survey applied to a specific population of the city of Riobamba and the interview with the company manager, it was possible to identify internal and external analysis factors of the company Tendencias Spa. It is essential to mention that the scientific contribution was supported by testing the hypothesis with the calculation of the Chi-square, in which it was obtained that the variables are mutually correlated, also the SWOT situational analysis and SWOT CROSS of the company, where it was observed that the entity Tendencias Spa does not have a plan or communication strategies, this made it possible to verify that the integral communication plan allows the correct positioning and improvement of the corporate image in the market, to finally establish ten crucial communication strategies that facilitate the positioning of Tendencias Spa in the city of Riobamba. In this context, it is concluded that the company lacks an integrated communication plan, which generates limitations in its coverage, the progressive increase of sales, and social recognition.