Plan de comunicación para mejorar el posicionamiento de la Cooperativa de Ahorro y Crédito “Interandina” agencia Salcedo, provincia de Cotopaxi

Abstract

The present study entitled: A Communication Plan to improve the positioning of the Cooperativa de Ahorro y Crédito Interandina, located in Salcedo city, province of Cotopaxi aims to improve the positioning of the companyn. During the exploratory study, a previous market analysis was carried out through interviews applied to the CEO at the Salcedo agency and the population dedicated to do business, aged 18-45. Besides, the SWOT and EFE analysis was carried out to evaluate the current situation of the company in order to establish its requirements related to the service along with the interests of the population. As a result, Cooperativa de Ahorro y Crédito Interandina shows a low position in Salcedo city qs people consider the importance of low interest rates, the reduction of credit procedures, good customer service and efficiency at the checkout service. The institution does not meet consumer expectations, it uses the internet (Facebook) and the local radio station as a primary tool of communication. Therefore, this proposal pretends to promote the brand within the population through the implementation of strategies such as: digital advertising (Content Marketing) and printed advertising (folders, letterheads, pens, cards) and the proper internal training of the staff by improving their knowledge about marketing and customer service. In addition, the CEOs of the institution are suggested to apply this communication plan in order to increase its position within the financial market.