Medición y Evaluación en Comunicación Estratégica Caso de estudio: Embotelladora Azuaya S. A

Abstract

The main objective of this research is defined as "measure and evaluate the Strategic Communication in the company Embotelladora Azuaya S.A.", specifically the" Strategic Plan for introduction in Quito, Brand: Cristal soul of Ecuador, Product: brandy, dry and fruity "2013. To comply, originally a documentary analysis was performed, whereby the fundamental theoretical basis for the project were raised as such. In addition, through field research, specifically with the application of a semi-structured interview to Camilo Sarria and Cristian Altamirano Marketing Manager and Coordinator respectively, be able to obtain all the necessary information which allowed to measure and evaluate the communication plan executed in Embotelladora Azuaya following Communication Management Model Bridge. From this, it was determined that although some communication issues actually work, others must be improved. For this reason, several proposals for improvement for each of the partners of strategic planning phases of communication in the company under study were presented.