Propuesta de estrategias de comercialización para mejorar el posicionamiento de los productos y servicios financieros ofertados por la Cooperativa de Ahorro y Crédito Nueva Esperanza, en el cantón Riobamba, provincia de Chimborazo

Abstract

Proposal of marketing strategies to improve the positioning of financial products and services offered by COAC "Nueva Esperanza" in Riobamba canton. A situational analysis was carried out in the present investigation through a market research to the potential partners which information allows to perform the SWOT and propose the strategies according to the necessity of the institution such as: the advertising strategy through triptychs and leaflets; in the organizational aspects will be implemented a biometrical clock, a uniform follow-up and entry and exit schedule sheet of the employees, the investigative strategy with a market research carried out by students wishing to carry out their pre-professional training, in the attention to the client the employees will be trained on the changes that presents the institution to provide a better service; All seek to strengthen the positioning of financial products in Riobamba canton, thus each one has techniques that allows in their execution to fulfill the aforementioned : objective. The tactics are in accordance with the needs detected in the potential partners and the application of each of them will give positive result to the institution I: is recommended to the manager to execute the tactics raised under the proposed module and that the $ 17325.00 needed for the application sees them as an investment mat gives the desired results.