Marketing comunicacional para el posicionamiento de la empresa American Sport en la ciudad de Riobamba

Abstract

This research aimed to develop marketing communication strategies to strengthen the position of the company American Sport in Riobamba. The lack of adequate communication limited the brand’s growth, affecting both its recognition and customer loyalty. The project proposed a comprehensive approach that combined digital media, such as social networks, with traditional media to significantly increase brand visibility and impact. A situational analysis identified, the main weaknesses of the company, such as its lack of presence on social networks and the absence of effective promotional strategies. It was concluded that implementing a comprehensive strategic communication plan would significantly improve the perception of the target audience, thus increasing sales and customer loyalty toward the brand. The project also emphasized sponsorship of events to enhance the company's participation in the local market. With these strategies, American Sport was expected to achieve sustained growth, greater market recognition, and better positioning against the competition.