Estrategias de comercialización, para mejorar la participación de mercado en la Cooperativa de Ahorro y Crédito “Lucha Campesina” Ltda., del cantón Cumandá provincia de Chimborazo

Abstract

The objective if this research is to design marketing strategies to improve the market participation in “Lucha Campesina” Savings and Credit Cooperative Ltda in Cumanda Canton, Chimborazo Province. A market study was carried out with surveys that were applied to the actual, potential and the customer to know the satisfaction level of the members, citizenship needs and employee satisfaction. In the proposal, a situational diagnosis was made to know the strengths, opportunities, weaknesses and threats that the financial institution maintains at present. Obtaining as a result the dissatisfaction of the members by the delay in the approbation of credits, the lack of sales strategies and poor publicity of the financial products, the customer service that must be improved, the potential clients look for institutions that provide them facilities for their transaction while the internal customer is not being motivated for the development of the same, leaving as a consequence the lack of commitment with the institution. According to this information, marketing strategies were developed based on the marketing mix where the main objective is to increase the number of sales of products and services financial. The application of this proposal is recommended because these are actions guided to the creation of competitive advantages in order to increase the market participation and therefore the profitability, liquidity and solvency of the institution.