Plan de comunicación integral de la marca Veris como una estrategia de posicionamiento en el mercado de la atención médica ambulatoria privada en la ciudad de Quito, 2014
The communication plan is a useful tool to give a company an effective addressing that allows it to improve its internal and external communication, focused on strengthening the work environment and is necessary to achieve market positioning to obtain a higher profitability. This research focuses on...
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| Format: | masterThesis |
| Sprog: | spa |
| Udgivet: |
2014
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| Online adgang: | http://dspace.utpl.edu.ec/handle/123456789/11173 |
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Tilføj Tag | Summary: | The communication plan is a useful tool to give a company an effective addressing that allows it to improve its internal and external communication, focused on strengthening the work environment and is necessary to achieve market positioning to obtain a higher profitability. This research focuses on the company Veris, which provides ambulatory health services with qualified personnel and cutting edge technology. Despite these strengths, the company has failed to maintain a right market positioning, with little recognition of the potential customers. Accordingly, it is essential to develop a plan consisting of several feasible strategies which enable the company to have a better and greater proximity to the market, allowing a steady growth. A methodology based on diagnostic was applied to have an updated SWOT which served as a foundation in the formulation of objectives, value propositions, strategies and tactics, developing an operational plan that will permit the company a proper implementation. |
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