Plan de comunicación integral para el posicionamiento de la Empresa Arte y Mueble de la Ciudad de Riobamba

Abstract

The company "Arte y Mueble" in Riobamba City lacks an integrated communication plan, resulting in ineffective dissemination of information regarding promotions, relevant events, and new collections. This deficiency has led to missed opportunities to capture consumer interest and engagement, thereby hindering the development of a strong brand identity and the expansion of the customer base in the city. Consequently, this research objective was to propose an Integrated Communication Plan for positioning the Company "Arte y Mueble" in Riobamba City. The methodology implemented addressed qualitative and quantitative, with an exploratory and descriptive approach. It used a nonexperimental design because the variables were not manipulated. The study population consisted of the economically active population of Riobamba, and field and documentary research techniques and instruments were employed, including interviews with the company's representative and surveys with the target audience. This methodology determined that the company was not well recognized in the city due to the lack of informational channels to convey clear and concrete messages to consumers. The research proposal was a communication model consisting of several phases, including a situation analysis using tools such as SWOT analysis, MEFI and MEFE matrices, and SWOT. These analyses facilitated the design of six communication strategies aimed at improving the company's image and competitiveness in the local market, ensuring a positioning in the minds of consumers. It recommended implementing a monitoring system for the proposed strategies by conducting continuous result analyses to identify which are most effective and which areas need adjustments or improvements.