Maestría en Comunicación Estratégica
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Item Propuesta de comunicación estratégica para el emprendimiento de vestuario deportivo aire libre sportswear(Universidad Santiago de Cali, 2024-06-22) Valdivieso Álvarez, María Alejandra; Peña Arenas, Claudia PatriciaThis work is a contribution to entrepreneurial fashion system, where the results of a strategic communication proposal for the Aire Libre Sportswear sports clothing venture are shown; a project led by María Alejandra Valdivieso Álvarez, with professional studies in Architecture and Costume Design, who is looking to position her company within the community of amateur and high-performance athletes who practice outdoors sports in natural environments. This is a project that will initially be developed in the city of Cali, but seeks to expand to other cities in Colombia and other countries around the world. This research has three phases of development: The first, the state of current communication and the different definitions of communication used to date are diagnosed and analyzed, identifying the absence of communication strategies and tactics that make it difficult to consolidate the purpose and the identity of the brand to the different stakeholders. The second, the strategic communication processes that generate a structure that serves as a basis for interaction with the groups of interest are determined. The third, how the brand communication activities are suggested in order to promote and consolidate the value proposition of the Company, creating a relevant communication plan that connects with audiences of actual and potential consumers, and achieving solid and profitable relationships, improving the market position of the brand of sportswear between its target market segments.