Modelo de Gestión comunicacional para incrementar el posicionamiento de la Cooperativa Sudamérica Ltda., de la ciudad de Riobamba provincia de Chimborazo año 2016

Abstract

This degree work is the development of a communication management model that aims to improve the corporate image of the Credit Union "South America Ltd. " of Riobamba , for the period 2015 . An analysis of macroeconomic and microeconomic variables was performed for this research as well as the technological, socio-cultural factor, organizational structure, teams and partners. The proposal was raised once the general analysis has been conducted and by the results of the market research where advertising strategies are delineated such as designing a logo, television advertising, radio advertising, and mobile advertising in urban busses, for the promotion; caps, shirts, purses and sports suits were delivered, and for the sales force a staff training for the people who work in the institution was created which allows to identify the most appropriate means of communication to be used by the institution to strengthen its corporate image according to its needs and activities developed for the good of the community The results to be obtained are providing a good quality service that meets the needs of the customers, and the COAC "South America Ltd. is within the competence and thus can be more involved in the current market, without affecting the financial interests of the institution.