Diseño de estrategias de comunicación integral de marketing para el posicionamiento de la Empresa TECNOLOGIACOM YAGO Cia. Ltda. de la ciudad de Riobamba

Abstract

The present investigation aimed with the objective to design strategies integral marketing communication to position at company TECNOLOGÍACOM YAGO CÍA. LTDA. in Riobamba city. The purpose is can bring solution to one of the extant problems in almost all companies that start their activities: the lack of knowledge on part of their target market. The methodology used to execute this work is based on the implementation surveys that were applied to a representative group of the defined target market, with this also an internal and external analysis was carried out through different tools that allowed knowing the most relevant aspects of organizational environment. With the results obtained, total needs to implement new strategies that help create a lower business scenario was determined apart from situational diagnosis and the obtained score. It is below real average, that is, there is a low level in terms of external communication by the institution; but through the new technologies, it applies, and aims to gain more space within the market. The proposal is based on tools that promote growth in terms of internal and external communication, considered fundamental axes in any company (institutional advertising, direct marketing, public relations, among others) thus spreading a strong image that allows the market in April and achieve the proposed objective: position the company.