Diseño de estrategias de comunicación para posicionar la imagen corporativa de Autocentro Brito - Riobamba

Abstract

The present degree work consists in the development of communication strategies to position the corporate image of Auto centre Brito, due to its deficiency in communication in the local market and the increase of competition during the research process, primary and secondary sources were used, methods and instruments such as an interview with the Manager of the company and surveys of a sample of the population of Riobamba, which allowed to know fundamentally the current state of the communication of the company, all the information provided by the same was analyzed , the situational state where it highlights its SWOT, MEFI, MEFE and how it is handled in communication at present. Identifying the problem in which the Auto Centre Brito does not have communication strategies that allow the positioning of its corporate image in the Riobamba population; since they do not know the products and benefits offered by the company, and that is why it has not been possible to gain market share. Subsequently conducting the market study, which allowed to establish different types of communication strategies such as social networks, radio, promotion of purchase incentive, among others. It is recommended that the company implement the same ones that will be used for the positioning of its corporate image.