Análisis de las variables de Marketing Mix, de la Cooperativa de Ahorro y Crédito Riobamba Ltda., y propuesta de estrategias para su mejoramiento, en el período 2012 - 2013

Abstract

This research poses the analysis of the mix marketing variables of the “Cooperativa de Ahorro y Crédito Riobamba Ltda. (limited company)” and strategic proposals to its improvement with the purpose of rewarding its associates trust in order to strengthen and enhance the positioning level. The application of markets investigation made possible to identify the situation for which the institution goes through. The proposal that is going to be used through the marketing strategies, promotion, publicity, sales force and the innovation of indirect promotions will grant to adjust new techniques like laptops raffles, supermarket bonus cards, Gálapagos islands tours raffles and prizes like logo-copybooks to be able to identify the cooperative. Regarding to publicity strategies: the application of ecological marketing, also the cooperative has taken into account to make people get conscious about the relevance of taking care of the environment, the brochures redesign and leaflets. The use of technologies and the easy access to the social networks will make possible to inform to factual and potential customers/users. When dealing human talent is important to think about the image and institutional corporate reputation; if it is said that they are reflected in the own and unique action of the organization for which it proposes to conduct training continuously to the administrative staff, this will improve contact with its associates and the community.