Diagnóstico, elaboración e implementación de un plan de comunicación interna y externa para la empresa de eventos “Eventony” de la ciudad de Cuenca

Abstract

The goal of the current investigation was to generate an internal and external communication plan based on the diagnosis of the catering and rental company Eventony to generate competitive advantages in relation to its competition. The study has a qualitative-quantitative approach, where information has been obtained from the type of social survey of loyal customers, having a sample of 49 people and 8 organizations that have answered closed questions. Other diagnostic methods have also been used, such as an in-depth interview with the Eventony owner and the Problem and Objective Tree. The results have detected an attention of internal and external communication strategies within the company's activities. That is why we have proposed lines of action addressed in a comprehensive communication plan, which applications can generate competitive advantages and greater visibility in the Cuenca city market