LATAM Airlines Group

Abstract

The purpose of the following final research project of the Degree in Global Communication is to develop a communication campaign for the company LATAM Airlines Group. Using different tools and knowledge obtained throughout the career, we will develop an exhaustive internal and external analysis of the organization. Some of the mentioned tools are Ansoff Matrix, BCG Matrix, Porter´s Five Forces framework, Internationalization and Green Strategies methodologies and PESTEL analysis. Moreover, we will carry out a detailed map of audiences and analyze their relationship with the company through the Linkage Model and the Situational model. Likewise, we will develop our own variable in order to prioritize the audiences that we consider most important for the campaign. After the whole analysis of the organization, we will develop a list of issues that are currently affecting the organizational and reflect it in a general and a communicational SWOT. Based on this diagnosis, we will detect those problems that we consider critical for LATAM and we will develop a communication campaign in order to solve one of the problems, developing its own objectives, strategies, tactics and timelines