Plan de comunicación integral para la Compañía “El Agro-Comalgro” de la ciudad de Riobamba provincia de Chimborazo

Abstract

The following research project "Integral Communication Plan for the company El Agro-Comalgro", company dedicated to the sale of products and supplies for the agricultural sector, located in the city of Riobamba, Chimborazo province, lacks of a Plan of Integral Communication aimed at internal and external clients. The qualitative-quantitative methodology was implemented through the use of surveys and interviews that were applied to the company's employees and customers, in addition an analysis of the current situation of the company was carried out through the elaboration of the SWOT matrix in which the company's strengths, opportunities, weaknesses and threats were analyzed, which determined that the company requires the creation of an Integral Communication Plan. The proposal is based on creating, diversifying and improving the internal and external communication channels, as well as, strengthen the image of the company, its positioning in the market, this will be achieved through the development of internal and external communication strategies. As a recommendation to the company it should be implemented the strategies proposed in the Integral Communication Plan to improve communication management and a growth in the market.