Plan de marketing integral para posicionar la COAC “Nueva Esperanza” de la ciudad de Riobamba

Abstract

The present research work aims to design a Comprehensive Marketing Plan to position Cooperativa de Ahorro y Crédito “Nueva Esperanza” in Riobamba city. To fulfill with the objective, the application methodology was defined, which was a qualitative and quantitative approach. Also, the research level was exploratory and descriptive with a non-experimental and cross-sectional design. Furthermore, the field study was carried out through the application of the interview technique to the manager and business boss; a survey aimed to the canton (Riobamba) population, where a sample of 245 people was taken in order to know if the Cooperativa de Ahorro y Crédito “Nueva Esperanza” is known and what are the preferences of people to be part of a financial entity. With the data gotten from the applied instruments, it was determined that 88% of Riobamba citizens do not know the existence of the mentioned Cooperative, in addition it showed that the entity presents a slow growth in the market. This is because in the institution do not have previously applied marketing actions, so they present deficient advertising, they do not have strategies for recruitment, loyalty, lack of implementation of technology to improve service and coverage to the citizens. For all of these situations, strategies based on in the needs of the Cooperative such as: advertising strategies, promotion, increase in the acquisition of financial products, service coverage, customer service and control were proposed to be implemented. It is recommended that the respective monitoring of the strategies be carried out since the time of application for greater efficiency.