“Plan de comunicación integral para mejorar el posicionamiento de la empresa “Llantera Galo Cargua Silva” en la ciudad de Riobamba.”

Abstract

The company "Llantera Galo Cargua Silva" lacks effective communication and brand exposure, which has resulted in a lack of local positioning and exponential growth. Therefore, this research aimed to develop a comprehensive communication plan to improve the company's positioning through digital marketing strategies. The methodology for this research employed a mixed approach (quantitative and qualitative) with a descriptive and documentary research level. A nonexperimental, cross-sectional design was used, combining documentary and field study methods, including a directed interview with the company's general manager and a survey administered to a sample of the Economically Active Population (EAP) in Riobamba. The applied methodology determined that "Llantera Galo Cargua Silva" has had low positioning for years and cannot compete with similar businesses in Riobamba regarding pricing. The company needs to gain recognition within the market and have digital marketing strategies to increase its sales volume. In conclusion, the information collected from documentary sources provided a theoretical foundation for the research, allowing for a detailed understanding of the comprehensive communication plan, with primary strategies focused on positioning, pricing, product, and promotion.