Plan de comunicación integral para mejorar la imagen corporativa de la empresa G Motors en la ciudad de Ambato, provincia de Tungurahua

Abstract

The objective of this research work about integral communication to strengthen the corporate image of G MOTORS company in Ambato city, was to develop positioning and improvement strategies in various internal and external processes through the use of relevant, truthful and quality information, allowing to have a broad governmental, cultural, economic and social context, obtaining a competitive advantage of great breadth. The methodology used was based on the application of surveys to a certain socioeconomic level within an established geographic area. Several strategic organization tools were applied to determine the current situation of G MOTORS and to improve it. They were macro-environmental analysis, value chain matrix, competitive profile matrix, MEFE matrix, MEFI, SWOT matrix and strategic diagnosis. The proposal contains communication strategies and tactics that will enable the company to achieve positioning and business success, with high recognition, optimal loyalty and financial growth through sales. It is suggested to carry out constant evaluations in each of the processes in order to make proactive decisions for the development of the company, which will serve to avoid failures in the processes.