Desarrollo de un plan comunicacional para incrementar el posicionamiento de la empresa "Manufacturas Uvidia" de la ciudad de Riobamba, provincia de Chimborazo.

Abstract

The development of a Communication Plan to increase the positioning of the company Manufacturas Uvidia of the city of Riobamba, province of Chimborazo, constitutes a field investigation that is carried out starting from the analysis of its strengths, opportunities, weaknesses and threats, recovered in the SWOT matrix, and with the application of surveys to customers who have purchased a product in the last five years at the point of sale of this business. The results obtained show the need to develop and implement the Communication Plan; As well as the design of communication products. It is also stated in the results of the survey that the products manufactured by Manufacturas Uvidia are good, durable and varied, so they recommend that it be made more known in the market, that promotions be made and that advertising material of its products be used; In turn, made known to the public through the various media. Concomitant with these results, the proposal is prepared, which aims to Position the UEMB Manufacturing in the local, regional and national market, recommending the articulation of the Communication Plan with the other strategic objectives described in Chapter IV (analysis Situation of the company).