Plan estratégico de marketing para incrementar el posicionamiento de la Cooperativa de Ahorro y Crédito Allí Tarpuc Ltda. de la ciudad de Riobamba-provincia de Chimborazo, para el año 2016

Abstract

The impact generated by the activity of a financial institution over the community affects positively or negatively to the possibilities of an integral development, so establishing a social cell is fundamental, and its interdependence becomes inevitable. Based on what is said above, economics goals must not be over social ones, and the Credit Union Alli Tarpuc aims to reinforce productive activities by the means of loans in favorable conditions, paying competitive interests to savings and inversions benefiting to users economically and culturally. This research allowed having a situational diagnosis including internal and external factors to identify current situation of the company. Some weaknesses were determined which did not make user feel satisfied such as: lack of commercial and communicational strategies, promotional initiatives, training plans, and so on; which have limited enlargement of market and assessment of the credit unit, so an efficient and efficacy management is not faced properly and it does not contribute to its poor image in the financial local market. The background above motivated the creation of a Marketing Strategic Plan to improve positioning of the Credit Unit Alli Tarpuc Ltda. In the city of Riobamba, in the province of Chimborazo which aims to reinforce institutional image in order to overcome confidence, credibility, and security to improve the competitive levels in the financial market. So, exigencies and needs of user will be satisfied properly, results and other planned activities will be controlled and assessed easily.