Plan estratégico de comunicación para posicionar a la firma Global Auditors Cía. Ltda.

Abstract

In the last census carried out by INEC at the end of 2018, 899,208 companies classified as Mipymes, Superintendency of Companies and others were registered in Ecuador, no doubt each year the number of companies or companies in the country increases as in 2016 there were 843,745 companies, in 2017 there were 884, 236 companies and in 2018 an approximate of 899,208 companies. (National Institute of Statistics and Censuses). Many of the large companies such as Banco Pichincha, Sweer & Coffe, Banco Guayaquil, Comandato, Hunter, are positioned in the market aided in some way by a strategic communication plan, however, most micro and medium-sized companies do not know or have not Developed communication strategies that help them achieve desired results. Seeing this situation from the organizational communication area, the implementation of a Strategic Communication Plan will give many medium, small and large companies the ability to face adverse situations and position themselves in the market to achieve positive results for their company. In this context, we find the Global Auditors firm, which has been going through a name change situation for more than a year, which has generated a lack of knowledge of the company despite its years of experience and are once again seeking a position in the audit market, in addition to currently undergoing the pandemic by COVID-19 that has caused an economic crisis at the national level.