Estrategia de comunicación en la Empresa de Carpintería en Aluminio de Villa Clara, VILLALCO
Fecha
2019
Autores
Alonso Mengana, Osvaldo Abran
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Editor
Universidad Central ‘‘Marta Abreu’’ de Las Villas. Facultad de Ingeniería Mecánica e Industrial. Departamento de Ingeniería Industrial
Resumen
El presente trabajo se realizó en la Empresa de Carpintería en Aluminio de Villa Clara, VILLALCO. El mismo tiene como objetivo general la propuesta en dicha empresa de una estrategia de comunicación. Para darle cumplimiento al mismo se realizó un estudio bibliográfico detallado con vista a conocer el estado del arte sobre los aspectos a tener en cuenta, además de seleccionar la estrategia más acorde para la entidad. La misma dotó a la investigación de una etapa de diagnóstico que arrojó las principales deficiencias comunicativas, las cuales serían mitigadas con las posteriores etapas de la estrategia. En el desarrollo de la investigación fueron utilizadas distintas herramientas como fueron: entrevistas, cuestionarios, revisión de documentos, observaciones directas, además de análisis estadísticos y de fiabilidad utilizando el software SPSS. Se hizo necesario también el trabajo con expertos, la elaboración del diagrama causa y efecto, y un análisis DAFO. La aplicación de esta estrategia ayudará al fortalecimiento estratégico de la empresa, formando las bases para su desarrollo.
The present work was carried out in the Aluminum Carpentry Company of Villa Clara, VILLALCO. It has as its general objective the implementation in that company of a communication strategy. In order to comply with it, a detailed bibliographic study is carried out with a view to knowing the state of the art on the aspects to be taken into account, as well as selecting the most appropriate strategy for the entity. It provided the investigation with a diagnostic stage that revealed the main communicative deficiencies, which would be mitigated with the subsequent stages of the strategy. In the development of the research, different tools were used such as: interviews, questionnaires, review of documents, direct observations, as well as statistical and reliability analysis using the SPSS software, it was also necessary to work with experts, the preparation of the diagram causes and effect, and a DAFO analysis. The application of this strategy will help the strategic strengthening of the company, forming the basis for its development.
The present work was carried out in the Aluminum Carpentry Company of Villa Clara, VILLALCO. It has as its general objective the implementation in that company of a communication strategy. In order to comply with it, a detailed bibliographic study is carried out with a view to knowing the state of the art on the aspects to be taken into account, as well as selecting the most appropriate strategy for the entity. It provided the investigation with a diagnostic stage that revealed the main communicative deficiencies, which would be mitigated with the subsequent stages of the strategy. In the development of the research, different tools were used such as: interviews, questionnaires, review of documents, direct observations, as well as statistical and reliability analysis using the SPSS software, it was also necessary to work with experts, the preparation of the diagram causes and effect, and a DAFO analysis. The application of this strategy will help the strategic strengthening of the company, forming the basis for its development.
Descripción
Palabras clave
Empresa de Carpintería en Aluminio VILLALCO, Villa Clara, Estrategia de Comunicación, Gestión de Comunicación