Propuesta de un plan estratégico para la Cooperativa de Ahorro y Crédito Riobamba Ltda. agencia La Condamine, en la ciudad de Riobamba, provincia de Chimborazo

Abstract

The purpose of this research work is to design a strategic plan for the Cooperativa de Ahorro y Crédito Riobamba Ltd., La Condamine branch, in Riobamba city, Chimborazo province, to improve the strategic processes. The methodology consisted in a research carried out in Riobamba canton, to inhabitants of its five urban parishes who could create accounts in the institution. Also, a questionnaire was applied to the 10 internal clients of the financial institution. The results of the investigation, on one hand, show that the Cooperativa de Ahorro y Crédito Riobamba Ltd. is the best known financial institution in Riobamba canton. On the other hand, the results show that the La Condamine branch is not known or has not been visited neither by general citizens nor the institution´s business partners. Once the diagnostic study of the agency has been elaborated, along with the results of the investigation on the internal and external clients, proposals to inform strategic planning of the institution were prepared. It is recommended to take into account the strategies presented to correct the problems observed in La Condamine Branch. The strategies presented in the proposals will assist to raise general public awareness about this branch and the services that the Cooperativa de Ahorro y Crédito Riobamba Ltd. delivers.