Diseño de estrategias comunicacionales para promocionar los servicios que ofrece la Superintendencia de Control del Poder de Mercado de la ciudad de Riobamba

Abstract

The main objective of the present research work is the design of communication strategies to promote the services offered by “Superintendencia de Control del Poder de Mercado” (SCPM) located in the Riobamba County. In order to comply with the proposal of the thesis topic, applied a qualitative and quantitative research. The methods used were inductive and deductive with techniques such as observation, interview to the staff and the survey directed to two segments: the Economically Active Population (PEA) dedicated to agriculture, forestry, hunting and fishing, and the beneficiaries of the SCPM. Based on the methodology mentioned above, it was possible to gather all the information of the institution through the situational analysis: external and internal to design the SWOT matrix. According to the findings, it identified that the institution does not have a communication plan since 2011. The mayor does not hold monthly meetings with the staff, and the institutional objectives are little known, the surveyed PEA does not know the benefits of the SCPM. On the other hand, it is important to mention that the institution can assign an annual budget for marketing. The proposed strategies were elaborated through the operationalization of the variables from the SWOT matrix and their execution requires $ 5760.00; taking into account the benefits that the SCPM can obtain to strengthen the communication. Finally, it is recommended the execution of all the strategies proposed because of were designed and based on what the institution requires to improve its internal and external communication.