Propuesta de un modelo de gestión comercial para mejorar los procesos de comercialización y ventas de los productos financieros de la Cooperativa de Ahorro y Crédito “Cacha” Ltda., de la ciudad de Riobamba, provincia de Chimborazo, período 2015

Abstract

The objective of this research is to develop a commercial management model to improve the commercialization and sales processes of the financial products of the Savings and Credit Cooperative Cacha Ltda., Of the city of Riobamba, province of Chimborazo. For the development of this project, an area of ​​experimental field study was proposed, a market research was carried out with the mixed modality, that is, quantitative and qualitative approaches. With the obtained results the proposal of the commercial strategies that goes according to the marketing mix is ​​proposed where the fundamental point is the participation of the market, in addition it is taken into account that these strategies will serve as support to improve areas of the company such as human talent , commercial area among others. These strategies are focused on aspects such as price, place, promotion and people that will allow the improvement of the commercial processes of the financial institution since each strategy has its breakdown that is objective, tactical, responsible, cost, duration, and also the indicator , the latter will allow us to measure the progress level of each strategy. For the same reason, the project has a well-structured base with which the research is concluded, defining the commercial model as a strategic database for the cooperative, and it is recommended to execute the different strategies that are detailed, in order to achieve improvements in the commercial processes since these will help in the coordination of internal and external activities, it is also advisable to respect the commercial strategies as they have a direct relationship with the market and the client itself.