(Universidad Técnica de Ambato, Facultad de Jurisprudenca y Ciencias Sociales, Carrera de Comunicaciòn, 2025-08-01)
Pantoja Pérez, Diego Fernando
;
Ortega Arcos, Wagner Enrique
This research analyzes the management of communication strategies in microenterprises in the
city of Ambato, focusing on the case of Almacén Agricola La Mano Amiga. The study begins
by identifying communicational shortcomings in the business, particularly regarding its digital
presence and informal use of platforms such as Facebook and WhatsApp. Using a qualitative
and quantitative methodology, surveys were applied to the company's regular clients and a
situational diagnosis was conducted using a SWOT matrix. The results show a positive
evaluation ofthe customer service and trust in the business, but also highlight a lack of planning
and coherence in communication. In response, a strategic communication plan was designed,
adapted to the real capacities of the store, proposing concrete actions to strengthen its identity,
digital presence, and relationship with key audiences. The study concludes that implementing
this plan could significantly improve the perception of the business, expand its reach, and
professionalize its image in the local market.
