Application of comprehensive communication in entrepreneurs of the popular and solidarity economy (EPS), Ecuador

Abstract

In this research work, a thorough analysis of the integral communication is carried out and how it can be used for the enterprises to position their brand in the market, the theoretical development was based on the study variables and other key and necessary technical parameters, emphasizing the stages or process to follow of a comprehensive communication plan. Several studies were carried out such as the application of interviews and surveys to the population of the city of Riobamba, obtaining qualitative and quantitative data. For the situational analysis of the enterprises, tools such as the 5 forces of Michael Porter were applied to the internal sphere together with the PEST matrix and for the external sphere the competitive profile. The results show the difficulty that these businesses have to position their brand in the market, moreover some of them technically ignore the importance of this tool for business management. In addition, it is necessary to raise awareness among each of the entrepreneurship units that the unconventional media that encompass social networks effectively require the application of integral communication, that is, a combination between marketing, advertising and public relations; otherwise, communicational products would not be efficient and would not have any positive impact on the undertakings.