Plan de comunicación integral para el posicionamiento de la empresa Fortaliz de la ciudad de Riobamba

Abstract

This research proposes to carry out a “Comprehensive communication plan for the positioning of the Fortaliz Company” in the city of Riobamba; This research is made up of five chapters, establishing in the first chapter the problem statement as well as both general and specific objectives as well as the justification and the hypothesis to be demonstrated with their respective variables. The theoretical referential framework is presented in the second chapter, which includes investigative references related to the main topic of the research. Additionally, concepts about the Comprehensive Communication Plan, its importance, types of the communication plan, and its structure are defined. In the third chapter, the methodology used is established, determining the qualitative and quantitative approach, scope, and design of the non-experimental research. Additionally, the population to be studied is determined, this being the economically active population of the Riobamba canton, and a sample of 382 people is finally determined. The survey is defined in research techniques and the questionnaire as an instrument. Consequently, the fourth chapter presents the processing, analysis and interpretation of the results of the survey applied to the aforementioned sample, in addition to the verification of hypotheses through the cross table with two variables. Chapter five describes general data about the Fortaliz company and analysis of the results obtained through the survey. Concluding the study with the proposal of strategies that are part of the comprehensive communication plan that will direct the positioning of the company “Fortaliz” in the market.