Plan de comunicación integral para el posicionamiento de la Cooperativa de Ahorro y Crédito Antorcha Ltda. en el cantón Quinindé, provincia Esmeraldas

Abstract

The objective of this research project was to elaborate an Integral Communication Plan for the positioning of Cooperativa de Ahorro y Crédito Antorcha Ltda. in the Quinindé canton, province of Esmeraldas. Regarding the methodology, a mixed approach was applied since qualitative and quantitative data were taken into consideration, applying techniques such as the survey that was directed to the internal and external public of the Cooperative, and an interview that was conducted with the general manager of the company. With a non-experimental cross-sectional research design. In addition, the methods used were deductive, inductive and Cronbach's Alpha to validate the instrument. For the sample size, the Economically Active Population (EAP) of the Quinindé canton was taken into consideration, in which stratified random sampling with proportional allocation was applied to determine the number of surveys to be applied to each parish. According to the results obtained from the application of the survey, it was determined that internally the employees are not totally satisfied with the communication and other factors of the company. On the other hand, it was also evidenced that the Cooperative does not have a good level of positioning due to the fact that its external communication is insufficient. To this end, a situational analysis was carried out through the application of different matrices. Subsequently, internal and external communication strategies were proposed through the appropriate use of online and offline media. It is concluded that the integral communication plan will allow Cooperativa de Ahorro y Crédito Antorcha Ltda. to position itself and obtain new members. It is recommended the execution of the integral communication plan that will allow the fulfillment of one of its main objectives.