Plan estratégico para el mejoramiento de productos y servicios financieros de la cooperativa de ahorro y crédito Nizag Ltda. del cantón Alausí provincia de Chimborazo para el periodo 2021-2025

Abstract

The strategic planning applied in Cooperativa de Ahorro y Crédito Nizag Ltda. located in Alausí, province of Chimborazo for the period 2021-2025 was aimed at improving products, financial services and its organizational strengthening. The company lacks of a strategic plan in accordance with the conditions of the country and new trends in the financial market, which is why it lacks competitiveness, which made decision-making difficult. In the present study, the appropriate methodology was applied, such as the direct observation, the application of surveys to clients and employees of the company plus an interview with the manager, where an internal diagnosis was made to identify its strengths, weaknesses and shortcomings such as the lack of trained personnel, lack of advertising and innovation in its financial products and services, among others, which have harmed the profitability of the organization. An external diagnosis was also carried out, which allowed to know that the company is highly affected by different threats, but there have also been opportunities within the financial system. The mission, vision and objectives were determined directed towards competitiveness within the financial system, which will guide the organization and allow managers to make better decisions. Strategies were developed with indicators that will make it possible to measure the fulfillment and progress of these strategies, which are detailed in an application matrix which will allow better application and follow-up process. Therefore, the application of the strategic plan is recommended, which will allow offering better financial products and services to improve decision-making processes