Gestión de estrategias de comunicación en microempresas de la ciudad de Ambato: caso Almacén Agrícola La Mano Amiga

Abstract

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.