Plan de comunicación para posicionar la empresa Auto Centro Brito en la ciudad de Riobamba, provincia de Chimborazo

Abstract

This research focused on developing a communication plan for positioning Auto Centro Brito company in Riobamba city, Chimborazo province, the type of research applied was field research through surveys applied to economically active population in Riobamba city to know the positioning of the company. The study was carried out under a non-experimental design because the independent variable was not manipulated and only the impact of the changes that were carried out with the preparation of this work and with an intervention of cross-sectional field work was proposed. To synthesize the preparation of the work, the SWOT matrix was made, which allowed to identify the current situation that the company is going through, being the lack of positioning a weak factor for the company. In the same way, strategies were carried out that helped the company to have a better vision of the future and of the factors to be implemented so that the company can achieve that position that it lacks. Among the strategies that were implemented was the creation of a digital catalog, banners, and billboards, mobile advertising and training for personnel who work within the company. The application of all strategies is recommended since the budget is only $1,892. 00, it is a low price regarding to the benefits that will be obtained.