Administrative functions and their impact on the market positioning of the radio station Farra 95.7 FM

Abstract

This work aims to identify the administrative functions and their impact on the market positioning of the radio station Farra 95.7 FM in Portoviejo, Manabí, Ecuador. The methodology applied is descriptive-exploratory with a qualitative-quantitative approach, designed to fully achieve the objectives, which focus on expanding, maintaining, improving, offering, and adjusting the station's functions. Information was gathered from legitimate databases such as Scielo, Dialnet, Redalyc, and Google Scholar. The findings indicate that effective administrative management is a fundamental pillar for meeting both short- and long-term goals, enhancing the diversity of programming, segments, and quality of services for the community. Additionally, it underscores the importance of building audience loyalty, essential for sustaining brand positioning and recognition. Strategies must be implemented to maintain the station’s market position, including regular staff training and ongoing evaluation of listener engagement. In conclusion, administrative functions are essential for organizational and business development, ensuring effective planning, organization, direction, and control across each department’s activities.