Plan de estrategia de comunicación en la empresa MAXILARVA S.A productora de post larva de camarón en la provincia de Santa Elena.

Abstract

The main objective of this thesis is to develop a strategic communication plan for MAXILARVA S.A., whose economic activity is the production of shrimp postlarvas in the Province of Santa Elena, since the company faces imposing challenges in a highly competitive market affected by the presence of informal laboratories whose practices are unethical. Therefore, we seek to improve the company's positioning and competitiveness by proposing communication strategies that reinforce its reputation and strengthen its presence in the market. The market research is developed through a quantitative approach using a survey as a tool, which allowed a deep understanding of the competitive environment and the company's communication needs. The main conclusions of the study are that a well-designed communication plan can not only improve the visibility of MAXILARVA S.A., but also strengthen the trust of its customers and counteract the negative effects of unfair competition. By implementing innovative and ethical strategies, the company can increase its market share and ensure sustained long-term growth.