Plan de marketing integral para la Cooperativa de Ahorro y Crédito Acción y Desarrollo Ltda., del cantón Riobamba, provincia de Chimborazo.

Abstract

The investigation was originated from the need of companies to promote and advertise their products and services to place them in the marketplace to attract potential customers and retain current customers to differentiate themselves from the competition. The objective is to design an Integral Marketing Plan to position the “Cooperativa de Ahorro y Credito Acción y Desarrollo Ltda”, from Riobamba canton. The implemented methodology was an exploratory study to become familiar with the phenomena under study through the collection of information about the situation of the institution under study, and a descriptive study that aims to identify possible problems likewise the path of solution thereof. For this purpose, surveys were applied to internal and external clients (before and during the implementation of the strategies). In addition, strategic and situational analysis matrices were applied with the purpose of determining how the cooperative confronts its competitors. It was clearly observed that the cooperative, despite having several years in operation, still fails to capture more marketplace in relation to its competitors, due to the fact that advertising strategies are not used correctly. For all the above, a comprehensive marketing plan is proposed, in which strategies are combined in traditional and non-traditional media, to have greater impact and reach more people. It is recommended that periodically a study or analysis be made of the situation of the Cooperativa since technological, social, political, cultural and economic changes generate alterations in the work environment and one must be prepared for this. Otherwise, it is in state of vulnerability and even runs the risk of being deployed by the other institutions of the national financial system.