Plan de comunicación para la empresa comercializadora de repuestos de remolques Importmuentes S.A.

Abstract

This project will discuss the feasibility of carrying out the project of a communication plan for the company Importmuentes S.A. dedicated to the import and commercialization of spare parts and parts for trailers. The project will be broken down into five chapters: contextual framework, situational analysis, market research, marketing plan and financial analysis. To begin the project, it is very important to have knowledge of some basic concepts, theory, referential cases and laws that will help to better understand the bases on which the project is based. In the situational analysis, the strengths and weaknesses of the company were evidenced, information on positive aspects that the country is experiencing in the field of imports was obtained, resulting in numbers that help the improvement of the company. Then in the aspect of market research it helped us to know the behavior and preferences of the companies that buy in the agricultural sector the spare parts of trailers, it was discovered in important formation, such as frequency of purchase, aspects that influence at the time of purchase, the influence of communicated in companies, etc. among other data that are relevant for the elaboration of the communication plan, since the who directs, as when and where to direct the communication. After having obtained all the relevant information through the market research tools, the relevant objectives and aspects that helped us design the necessary marketing plan for the company are raised, the strategy began to be developed and in what means They will apply the message to make it more attractive in the target market. Finally, the feasibility of the project is measured at a financial level, in this case positive aspects were shown regarding the development of the project leaving a positive and profitable ROI for the company.