Plan de comunicación externo para el mejoramiento de la imagen corporativa de la Cooperativa de Ahorro y Crédito “Mushuk – Yuyay“ Ltda. de cantón Cañar, provincia de Cañar

Abstract

The present titling work consists in the design of an external communication plan for the Savings and Credit Cooperative "MUSHUK-YUYAY" Ltda. Located in the Cañar canton with the objective of improving the corporate image through advertising and promotion strategies of the financial products that the entity offers. In this investigation an interview to the manager of the cooperative was made, as well as the market research where surveys were applied to the clients and associates of the institution, and finally the SWOT analysis where the positive and negative variables of the Association were determined. Through the investigation, it was determined that there is a great flaw in internal and external communication, the lack of advertising and promotion strategies of the financial products offered by the entity. Therefore, it is necessary to implement the communication strategies and tactics proposed in this work, such as broadcasting on television, radio, social media and alternative media such as billboards, calls to customers. It is recommended to apply these strategies to improve the cooperative's corporate image and generate greater confidence in the society and also, attract a larger number of potential customers and achieve positioning in the market.