Planificación estratégica para mejorar la eficiencia organizacional e incrementar la competitividad de la Cooperativa de Ahorro y Crédito “Credil Ltda.”, agencia Riobamba, periodo 2021-2025

Abstract

This research aimed to develop a strategic plan to improve the efficiency and competitiveness of the Savings and Credit Cooperative "Credil Ltda.", Riobamba Agency. Given that the organization locates in a strategic area with a high demand for financial products and services, an instrument leading to meet the needs and demands of the market is necessary. For this reason, this study lies in theoretical bases related to strategic planning, the cooperative sector, organizational efficiency, and competitiveness. The SWOT analysis allowed the diagnosis of the current situation of the entity, and the analysis of Porter's five forces was the basis for the proposal of the strategic plan. Other essential activities in this study include the design of a value proposal focused on the organization's competitive advantage and elaborating a map and strategic objectives from the institutional, market, financial, organization and method point of view, and human capital. The methodological framework formulated for this study encloses a descriptive and cross-sectional documentary and field study, with a non-experimental design, using inductive and deductive methods, interviews, and questionnaires as data collection techniques. In conclusion, it was determined that the company is highly interested in designing and executing strategic plans to improve its organizational efficiency and competitiveness. With the design of the strategic plan, the areas in which the Riobamba agency must reinforce its policies and strategies have been specified, and from now on, it will have its own instrument, appropriate to its internal and external reality, with which it will be able to measure its administrative management and financial.