Implementación de un nuevo producto financiero para la Cooperativa de Ahorro y Crédito “Riobamba” Ltda., en su mercado de la ciudad de Riobamba, durante el año 2012

Abstract

The present investigation is about the implementation of a new financial product for the Savings and loan cooperative Riobamba Ltda., in its market the city of Riobamba, during the year 2012, with the purpose of contributing to the economic growth, improving the level of life of people of this place. A situational analysis of the domestic Macro economic environment was carried, with its main economic indicators, to identify the economic position. An analysis of the Micro economic environment was also carried out corresponding to the internal situation of the Cooperative, in relation to its clients, competitors, suppliers, administrative and financial administration, etc., to describe its current situation. In function to a market investigation, realized to know the necessities and the clients’ desires and potential clients the design of the Credit card was determined with the purpose of covering 76% of acceptance of this financial product. Later the Credit card was designed, where the main characteristics of the product are defined, the parameters of credit evaluation, as well as the structure of processes with regard to the Credit card and other definitions that will clarify the form of negotiating the financial product that intends. The projection and financial evaluation was carried out, by means of the detail of the investment with a necessary initial capital of $ 39. 527,10, for the implementation of the new financial product; through the evaluation of the results. The investment will be recovered in a period of 1 year 6 months, reaching a Rate of yield of 43,50%, with a net present value of $47.524,22; positive values that reflect economic benefits for the Cooperative in the next years.