Diseño de un plan de mercadeo para la Cooperativa de Ahorro y Crédito Minga Ltda. de la ciudad de Riobamba

Abstract

The development of this research work was the design of a Plan of Marketing of the saving and Credit Union Minga Ltd. in the city of Riobamba, whose main objective was to establish strategies that allows to the financial entity to become well- positioned on the financial market and to reach the proposed targets. As initial activity was to determine the problems that was limited to the financial entity the acquisition of new customers, generating considerable economic losses, also it was possible to establish the main competitors that the organization possess, and the grade of acceptance that the credit union has in the mind of consumers of this type of services. The Plan of Marketing had to be sustained in a theoretical way to be able to select the model that best fits to the needs of the company, and thus establishing the strategies which guarantee a rapid and efficient market positioning, however it was necessary collecting information of great value by means of the use of investigative techniques, such as survey, the interview and the direct observation, each of them with their respective instruments. Processed the information is was possible to know the factors that lead to the emergence of the problem, establishing that the financial entity doesn’t have a positive impact on the population, this shows that the most people go to financial institutions that have a suitable position, consequently the development of strategies are concentrated to eliminate this paradigm and to establish the company's brand in the financial sector.