Propuesta de un plan de comunicación estratégico para impulsar un microemprendimiento

Abstract

This research is related to the importance of managing organizational communication strategies to enhance the image and level of sales in the “Virgen del Carmen” Producers Association (Asoprovir by its acronym in Spanish) belonging to the Chapintza community in Zamora Chinchipe province. Its general objective was to propose a strategic communication plan to promote this microenterprise operated by members of 14 families from the Chapintza community. The survey conducted among consumers in the area justified this initiative because most of them indicated the necessity of implementing a communication plan focused on content analysis and the use of appropriate channels and tools by the communication department to keep them informed and engaged with their target audiences. The methodology used in this study involved a literature review to learn what communication experts say about strategic communication techniques and the administration of surveys to product consumers. Semi-structured interviews were also conducted with cantonal and provincial authorities, and interviews with experts who validated the research project. This work also includes a document containing the strategies, actions, channels, communication tools, and the budget for implementing the communication plan.