Comunicación estratégica 360° para la empresa Saluto de la ciudad de Loja, para el cuarto trimestre del año 2022

Abstract

Abstract: Companies and commercial brands around the world had to redefine the way of exercising a 360° strategic communication in order to encompass and cover commercial, operational, communicational and digital planes. The present research work focused on a macro objective that consists of positioning the brand and the quality services offered by Saluto as an intermediary, in the human health sector. A comprehensive diagnosis of the current situation was made, at the internal and external level of the company through structural analysis tools to identify its main strengths and weaknesses. In addition, a proponent of the definition of a corporate philosophy was achieved: mission, vision and corporate values, with the goal of obtaining a better identity and greater business professionalism. Finally, through strategies and actions within a social media marketing plan, the company Saluto in the near future will be able to increase the number of followers raised, obtain greater brand recall and better positioning in the digital market.