Diseño de un plan de comunicación corporativo para la Empresa Mundotronic en la ciudad de Riobamba

Abstract

The present work is titled Design of a Corporate Communication Plan for the company Mundotronic in the city of Riobamba, it has as objective the creation of the image and corporate identity based on the values and characteristics of the company. As a methodology, the field work was used through the application of surveys to a part of the population taken from the PEA of the city of Riobamba, A SWOT analysis was also developed of the brand that the company currently manages to know the state in which it is being processed. Thanks to the field research carried out, Mundotronic's shortcomings were determined, including the fact that the organization does not have acceptance in the market, the currently managed image does not generate impact on the target audience and it is a company that has no recognition. Thus the corresponding proposal was made developing the elements that make up a corporate communication plan that are brand manual and identity manual, through the design of sketches that were selected by the Mundotronic directors. It is recommended to the company that the proposed tools be applied as it will help to generate brand recognition.