‘‘Plan de comunicación integral para posicionar a la empresa “Maquyr” de la ciudad de Riobamba.”

Abstract

The research work dealt with the elaboration of an integral communication plan and how it influences the positioning of the company "MAQUYR" in the city of Riobamba, with the objective of designing marketing strategies aligned to the organization, through a market study that allowed the development of efficient strategies that contribute to the competitive growth in the market. The study began with the collection of information related to communication plans focused on meat companies, with ample bibliographical support. The research methodology used was through a qualitative and quantitative approach, applying information gathering techniques such as the survey and the interview, which were directed to the economically active population of the city of Riobamba and the manager of the company respectively, in addition a type of non-experimental cross-sectional study was applied; likewise, the research methods used were: inductive, deductive, analytical and synthetic. The results obtained determined that the company has lost market share and has reduced its recognition for not maintaining permanent communicative actions. The proposal is developed with the analysis of internal and external factors that directly or indirectly influence the organization, having used tools such as: SWOT analysis, MEFI, MEFE and SWOT CROSSED matrices. Finally, marketing strategies were developed based on principles such as need and benefits sought, marketing-focused communication and digital marketing, which were meticulously designed based on bibliographic and field information. It is recommended to use a comprehensive communication plan model in line with business objectives.