Plan de comunicación para el posicionamiento de la empresa “La Reina Miel” de la ciudad de Riobamba provincia de Chimborazo

Abstract

The present study was aimed to develop a communication plan to position a company called LA REINA MIEL located in Riobamba city. Among the main weaknesses that companies face around the world and particularly in Ecuador, are related to the scarce use of efficient communication strategies and tools, in this context the company lacks communication strategies to increase its income to motivate sustainable growth over time. The methodology used was inductive and deductive, for the collection of information, a survey was used as a technique and the questionnaire as an instrument. The scientific contribution is supported by the verification of the hypothesis, this was verified only in a descriptive way as the company did not present a positioning,. However, a statistic study was carried out to ratify the verification by applying a chi square which was favorable. For the proposal, a SWOT analysis was carried out to determine the main shortcomings found in the organization and the application of a survey, that evidenced the need to apply targeted strategies with the right communication in mass media, for example: social networks. and the internet in general; as due to its scope, coverage and immediacy, it sends messages in less time and optimizes resources. The implementation of this plan is recommended as people are familiar with these tools nowadays, which will help generate greater positioning and interest in these networks users and the local market.