Plan de comunicación para el posicionamiento de la empresa Divina Moda Etnica en la ciudad de Riobamba

Abstract

The objective of this research project was to propose a communication plan to facilitate the positioning of the company “Divina Moda Étnica” in Riobamba city to generate a competitive advantage over its competitors, for which a study was conducted to know the current administrative and marketing situation of the institution. Therefore, the research methodology that was implemented was based on a qualitative-quantitative, explorative, and descriptive approach, to identify and describe the characteristics and elements necessary for the development of the communication plan and determine the strategies to be implemented by the company, the same that could be quantifiable through field research tools and techniques such as the survey applied to each of the potential customers. As a result, it was found that the company “Divina Moda Étnica” does not have a defined process for its internal and external communication, being managed only through common sense, the company lacks a communication system, goals evaluation, investment plans, and dissemination strategies of the various media in the market. Therefore, it is necessary to create a communication plan that contains marketing strategies, sales, price, and promotion in the different media where a greater reach in the indigenous market will be obtained.