Sistema de comunicación de Marketing para garantizar una óptima prestación de los servicios del Ministerio de Inclusión Económica y Social a sus usuarios de la ciudad de Riobamba, provincia de Chimborazo, periodo 2014

Abstract

This research aims to develop a “Marketing Communication System to ensure optimal provision of the services of the Ministry of Social Inclusion the users in the city of Riobamba, Chimborazo Province in 2014”, which will allow to strengthen the image of the institution and target segment for MIES represent the most vulnerable in our society. First we performed an analysis of the macro and micro environment of the institution to also determine its strengths and weaknesses so that way have a base line of the institutional FODA that was processed together with the market survey to citizens, so in function of that develop more suitable strategies, selecting the most efficient means to ensure the submission of a clear, precise, efficient, of all services offered by the Ministry. Secondly once obtained all the information we proceeded with development of an annual work plan to detail the effect of advertising strategies, public relations as well as the use of alternatives means to facilitate the timely transfer of information of services provided by the MIES to its users. With the implementation of the Marketing Communication System not only managed to position the MIES but additionally ensure satisfaction through a efficient and effective service in this case claimed to the neediest sectors of society of Riobamba.