Plan de Marketing Integral para la Cooperativa de Ahorro y Crédito Guaranda Ltda.

Abstract

The objective of this research project was to design an Integral Marketing Plan for the Cooperativa de Ahorro y Crédito "Guaranda Ltda." of the Bolivar province and thus contribute to the growth, competitiveness and improvement of the quality of service to partners and customers. The excessive competition, a more educated client, added to the offer of financial products and services that are not very innovative make the Cooperativa de Ahorro y Crédito "Guaranda Ltda.", has a limited and slow growth as well as the low quality of the service; Once this problem was identified, a complete diagnosis was established and in the research phase, using techniques such as: the interview, participant observation and surveys applied to the associates of this financial institution in its three offices allowed to know the most critical points that are latent in the organization in the sale of financial products and services; as well as the expectations of the partners for the purchase decision. We used tools such as: SWOT matrices, PESTLE analysis and BCG of products, which were key to develop the strategies proposed. It was demonstrated in the tagging research that the Echeandía agency maintains a level of quality in the qualified service as: Good - Regular; also that 80% of the surveyed partners see too many obstacles and very long times in the granting of credits. It is concluded that the Echeandía agency needs a plan of continuous improvement, as well as the improvements in the processes of credit delivery, it is recommended the application of the marketing strategies proposed in order to achieve a superior growth to the current one that allows the Cooperativa de Ahorro y Crédito Guaranda Ltda., leads in the market of the popular and solidary economy of the Bolivar province and its areas of influence.