Plan de estrategias de comunicación para la compañía Letrastec en la ciudad de Guayaquil.

Abstract

This work was carried out with the objective of proposing positioning strategies for the company Letrastec, based in the city of Guayaquil. Therefore, the objective of the research is to look for strategies that improve the durability of the service in the market. The theoretical framework explains that our research is based on communication strategies that are important for the success of a company. In the framework of reference, we are guided by several sources related to our research to propose the proposed strategies for the communication plan of the Letrastec company. The results of the research show that communication strategies have a significant impact on the demand for advertising services, the needs of each of these companies and their future expectations of the service, without ignoring that 90% of companies are not aware of it. existence of the company Letrastec. In addition, essential communication strategies were created as a proposal to achieve the proposed objectives, within which proposals were made on various aspects such as network promotion, brand image, merchandising, increased sales, Community manager, among others. The financial plan part was carried out and as a result, in the first year, the company achieved a profit representing a 5% increase in sales. The return on investment (ROI) is calculated at an impressive 675.45%, indicating that for every dollar invested, the company generated a significantly high return. This result suggests effective resource management and successful marketing strategies, supporting the strong financial performance in the first year.