Plan de comunicación integral para mejorar el posicionamiento de marca de la Asociación de Emprendedores 21 de Abril de la ciudad de Riobamba

Abstract

The objective of this degree work is to create a comprehensive communication plan to improve the brand positioning of the "Emprendedores 21 de Abril" association of Riobamba city. For the investigation, an interview was applied to each of the organization's partners and surveys of the population of Riobamba, obtaining qualitative and quantitative data. Among the main findings, it was determined that the association is not positioned in the market, since the microenterprise has not focused on improving its brand, the presence in social networks is scarce, which makes interaction with potential customers difficult; in addition, for the situational analysis of the organization, five reliable matrices of Michael Porter were applied internally; in the external sphere the PEST matrix, the competitive profile matrix and also the SWOT Matrix complementing the research, and analyzing each of the areas and elements related to the association. Once the communication plan was structured, communication, merchandising, and advertising strategies were presented, each one of them duly detailed and an annual operational plan that allows evaluating the implementation of the proposal. Therefore, it is concluded that a comprehensive communication plan becomes a reliable instrument to meet information needs and management support for the "Emprendedores 21 de Abril" association, so the execution of this plan is recommended.