Análisis de la comunicación en una nueva perspectiva de actuación con emprendimientos. Análisis del caso de estampados Coex Sport

Abstract

Abstract: This study examines the impact of communication on the development of the "Coex Sport" business, a company dedicated to printing and embroidery on garments in the city of Machala. Its purpose is to design a communication plan that provides effective strategies and actions to strengthen its growth and market reach. The research is structured into four chapters. The first establishes the theoretical framework, addressing fundamental concepts about communication and business management. The second chapter analyzes the role of the internet and social media in the planning and execution of digital strategies. In the third chapter, the methodology is detailed, based on a mixed approach combining qualitative and quantitative elements. Interviews were conducted with the owner of "Coex Sport" and a case study was carried out through direct observation of its digital presence on platforms like Facebook and Instagram. Finally, the fourth chapter develops a comprehensive public relations plan, both online and offline, concluding with key reflections and recommendations to optimize the communication of the business.