Diseño de un plan de negocios para la Cooperativa de Ahorro y Crédito “Guamote Ltda”, cantón Guamote, provincia de Chimborazo, período 2016-2017

Abstract

The design of a business plan for the credit union “Guamote Ltda.”, was developed with the objective of implementing an operational plan in which the strategies to be followed to increase the market share. It is necessary to carry out a situational diagnosis on the current conditions of the institution, to know the functional organic structure, the performance of the departments of recruitment, advertising and marketing and the customer service area as key points in the design of the business plan. The use of surveys to the members and employees of the credit union, as well as to the general public, revealed the lack of a plan of action to promote, publicize and attract a greater number of associates, the lack of a market study has not allowed the recognition of the credit institution. Arriving at the conclusion that the design of strategies according to the needs and expectations of the people is an opportunity for the credit union “Guamote Ltda.” to position itself as a leading institution in credit services, so it is recommended to consider the implementation of the business plan designed for this entity.