Propuesta de un plan de comunicación en la empresa Ciflo Textil en la cuidad de Riobamba

Abstract

The following research work presents a communication plan for Ciflo Textil company in Riobamba city. Its purpose was to improve the positioning of the company in the market that it operates in. The methodology established in the research is based on the application of an internal survey and an external survey to determine the preferences of customers regarding external communication tools; on the other hand, the internal survey allowed to determine the degree of efficiency of internal communication; In addition, a situational analysis of the company was carried out, in which both internal and external variables were determined in order to discover the company weaknesses. Through the market study, it was possible to identify that social networks are the tool most used by users to interact with information from the company. Finally, the proposal is based on the determination of strategies focused on digital media and print media, with the aim of covering two market segments. It is concluded that the lack of internal communication management interferes in the productive development of the collaborators, and the lack of external communication management prevents the improvement of positioning. Therefore, it is recommended to apply the proposed strategies in order to achieve the main objective of improving market positioning.