Elaboración e implementación de un plan de comunicación externa para la microempresa textil “FREEDOS SPORT”

Abstract

The present work is a communication intervention project, which aimed to develop and implement an external communication plan for the Freedos Sport textile microenterprise, which consists of three main phases. The first was bibliographic research, where information is collected from SMEs, in the national and local context, as well as the importance of communication and marketing so that companies can sustain themselves in time and the market, the second was the diagnostic stage, which sought obtain, through various tools, such as SWOT, Canvas model, in-depth interview, participant observation, and qualitative quantitative surveys, as much information as possible about the company, and thus identifies the areas of the company where you could intervene in communication issues, and the third phase was the creation and implementation of a communication plan, where the results of the diagnosis made to create communication strategies and products both ATL and BTL were used. This allowed positioning the company Freedos Sport in the Cuenca´s market. The implementation of the communication plan through all its strategies allowed the company to improve its projected image towards customers, have a presence on the Internet and social networks and position itself as a possible supplier of textile products for several companies in Cuenca.