Plan de comunicación integral para la Asociación de Producción Industrial Lican “Asoproil” de la parroquia Lican, cantón Riobamba, provincia de Chimborazo

Abstract

The present research work entitled as a Comprehensive Communication Plan for Association of Industrial Production Lican "Asoproil" located in Lican, canton Riobamba, province of Chimborazo, aimed at finding the correct positioning of the brand within the company, and the market in Riobamba city. The research was based on a mixed methodology as it took into account both quantitative and qualitative information obtained during the field work. In addition, some tools were applied to facilitate proper diagnosis of this association, such as, strategic analysis matrix Strength Opportunity Weakness and Threat (SWOT), internal factor assessment matrix and external, Rafael Muñiz González (RMG) competitiveness matrix. Through the analysis the surveys and the interview, it was determined the level of positioning of the brand on its internal clients, as well as on the market was considerably weak, which suggested the application of communication tools, which were a great contribution to the improvement of the company's situation, positioning and therefore its profitability. The purpose of this study was to develop communication strategies to improve the positioning of the company, focused mainly on the promotion and advertising of both the brand and its products due to when they were properly developed, they reach the objectives previously established.