Plan de comunicación para incrementar las ventas del almacén total home matriz en la Ciudad de Riobamba

Abstract

TotalHome is a company that sells home appliances in the city of Riobamba that, despite its long years of experience, faces various risks to stand out in the market and generate sales, which is why this research was to develop a communication plan to increase sales of the company, to detect through an analysis of its current situation the various problems that affect both internal and external communication of the institution. The methodology applied was based on descriptive and cross-sectional research; for the realization of the communication plan, a survey was conducted in which communication and the level of recognition of the company were evaluated, resulting in 40% of the population of Riobamba unaware of the existence of TotalHome, the deficiency found is given by the lack of good management of advertising in digital media, Also due to the absence of a communication plan that regulates the strategies from a market study, it is concluded that the company, despite having resources, has not promoted the creation of a communication plan, which hinders the situation when wanting to launch advertising campaigns to help meet their organizational objectives.