Comunicación y Marketing Estratégico para la empresa Tania Francisca Arte y Diseño de Cuenca

Abstract

Abstract: This research work proposes accessible improvements for the management of communication and strategic marketing of the company Tania Francisca Arte y Diseño, in order to strengthen the brand positioning, as a company that offers high quality artisan products in Ecuador. For this, a qualitative research was carried out, which included a semi-structured interview with the owner of the company, Tania Tapia, an SEO audit, a social media audit, the calculation of the communication coefficient, a SWOT analysis and an analysis PESTEL. In the same way, two visits were made to the physical premises located on Santa Ana Street in Cuenca. The results obtained reveal an inefficient management of the communication of the company since, there has never been a person who is dedicated to this issue specifically; For this reason, a proposal for social media management, website management, content strategy and other communication and marketing strategies is proposed that combine efforts to strengthen the positioning of the company's brand and generate more sales of the products offered.