La Comunicación externa y la imagen corporativa en la empresa los vinitos Ltda. perteneciente al cantón Ambato, durante el año 2015-2016

Abstract

ABSTRACT The present investigation focuses in a problem that The Vinitos Ltda Enterprise has which is due to the bad external communication that produces damage in the corporative image of the business. To solve the problem a quantitative methodology has been used; this method is based in questionnaires about clients, workers and owners of the business. This method will also explore and interrelate the variables to determine the cause and the effect. The modality of this is outdoors, bibliographic and documental. Once the questionnaires were applied the results determined that the enterprise crosses a communicative crisis because the business does not have any communication media and the clients feel unsatisfied with the information that they received. Clients manifest they do not know anything about activities, events and other things about the company. The absence of publicity of The Vinitos Ltda Company makes that the consumers do not go to the bar and the corporative image is also damaged. It is recommended to make rapidly a digital external communication plan that internalizes in the clients´ minds a new and improved corporative image. The decision to make the external communication in a digital way is because the clients responded in the questionnaires that they like to be informed through this kind of media. The target clients are young people between 18 and 30 years old.