Plan de comunicación para posicionar la Empresa Mundotronic en la ciudad de Riobamba, provincia de Chimborazo

Abstract

The present work of investigation communication plan to position the company Mundotronic that is located in Riobamba city, Chimborazo province, has as purpose to improve the positioning of the company in the market. The methodology used is based on the application of surveys through the elaboration of a questionnaire to the personnel working in the company and to the external public considered as potential clients of Mundotronic, for this the PEA was considered as a segment for the calculation of the sample, in addition of the elaboration of the FODA matrix that allowed to establish strengths, weaknesses, opportunities and threats of the environment of the entity. Thanks to the internal and external diagnosis carried out, it was possible to determine that the most relevant shortcomings are the poor management of external communication (advertising), the lack of personnel in charge of the marketing area and the lack of a structural organization chart. The proposal is based on applying communication strategies using conventional media and mass media, in this case social networks. It is recommended that the company Mundotronic apply the proposed strategies as it will improve the management of internal communication and with external communication strategies the company will be positioned in the market, it is also necessary to emphasize the importance of having professionals in the marketing area for the advertising management.