Elaboración de un plan estratégico de la Cooperativa de Ahorro y Crédito “Nueva Esperanza Ltda.” de la ciudad de Riobamba para el período 2011 - 2015

Abstract

The following thesis proposes the: "Elaboration of a strategic plan for Nueva Esperanza Credit Union" from Riobamba for the period 2011-2015. Every company must have corporative values such as: Ethics, commitment with the customer, quality, personnel development, competitiveness, profitability, and productivity which must be linked to the mission and vision of the companies. For a better labor performance the following corporate values are established: cordiality to the cooperated member, total commitment to the partner, what is shown with his or her own satisfaction. The proposal is aimed to strengthen the organic and functional structure of the company, to encourage the company members´ community work, and to improve the competitive position. It was carried out a SWOT Matrix, which is considered an important setting tool that helps managers to create four different types of strategies, such as: SO (Strength-Opportunity), Strategies WO (Weakness-Opportunity), Strategies ST (Strength-Threats) Strategies. It is recommended to make permanent competitive participatory readings in order to reorient actions, feedback processes and redefine the selected strategies the year- operation plans contain, and to improve the quality service that is offered to the customers of the company, and in this way to generate a good corporate image.