Plan estratégico de comercialización de los servicios financieros del Banco Desarrollo de los Pueblos S.A "BANCODESARROLLO" agencia Riobamba

Abstract

At the moment Banks in Ecuador have barriers which do not allow their expansion and growth in the market; this obliges the managers administrating them to develop new forms of solving problems together with the application of strategies which lead to the success of Financing Institutions. The problem existing in the People Development Bank S.A. “banCODESARROLLO2 is that it does not have commercial strategies permitting to offer products and services to attract and assure new clients. This is due to the lack of knowledge of these techniques by the authorities and employees making it difficult their elaboration and application. This is why, a strategic commercialization plan is proposed in which the steps to be followed for the correct elaboration of this tool permitting attraction and assurance of, client, operational and learning-growth strategies were focused. The future challenge is working with an “integral client” concept; that is knowing in detail his/her needs to even anticipate in his/her demand. The product and service must be thought of from the client and not from the interest or occurrence point of view of the financing entity. To attract the client, the innovation is then stated on the use of the new technologies and the distribution channels, where the internet will be a strategic channel in the near future. The client of the future will be willing to buy financing products through any channel at his/her disposal; for this technology is a great challenge capable of giving a quick and efficient answer to his/her requirements. Moreover, it has to be considered that these new channels are supposed to significantly reduce the operative costs.