Plan de comunicación integral para el posicionamiento de la empresa Endulzarte en la Ciudad de Riobamba

Abstract

The objective of this Curricular Integration Work was to propose a comprehensive communication plan to position the company Endulzarte in the city of Riobamba that allows increasing sales and recognition of the company in the market. That is why a theoretical investigation was carried out, such as bibliographic support on the variables of applied studies, also applying a qualitative and quantitative approach, with a descriptive level of research, of a non-experimental, transversal nature, involving methods such as inductive, deductive and analytical, also through data collection techniques such as the survey applied to a specific population in the city of Riobamba, it was possible to identify internal and external analysis factors of the Endulzarte company. It is important to mention that the scientific contribution was supported by an idea to be defended, the SWOT situational analysis and the CROSS SWOT of the company were also carried out, where it was observed that the Endulzarte entity does not have a plan or communication strategies, which It allowed us to verify that the comprehensive communication plan allows the correct positioning and improvement of the corporate image in the market, to finally establish 9 comprehensive communication strategies that facilitate the positioning of the Endulzarte company in the city of Riobamba. In this context, it is concluded that the company lacks a comprehensive communication plan, which generates limitations in the coverage it has and in the progressive increase in sales, as well as in social recognition.