Plan de marketing integral para fortalecer el posicionamiento de la Cooperativa de Ahorro y Crédito Educadores de Chimborazo Ltda. ubicado en la ciudad de Riobamba.

Abstract

In the present research work, a "Comprehensive marketing plan was made to strengthen the positioning of Cooperativa de ahorro y crédito educadores de Chimborazo Ltda, located in the city of Riobamba", with the aim of improving the market positioning, offering the services financial. The proposal of an integral marketing plan was made based on an internal and external situational analysis, by means of the interview technique made to the manager and later the market study was carried out through a survey made to the teachers. For the validation of the same through Combrach Alpha, in addition to the analysis of PEST and vertical financial analysis, which allowed determining the problem or which, became the basis for the construction of the SWOT Matrix and, consequently, the Matrix of the strategic position and evaluation of the action (PEYEA) and the Matrix of the grand strategy (MGE). The proposal of the Comprehensive Marketing Plan includes the following strategies: Corporate Identity Manual, Financial Services, Sweepstakes, Mobile Application, Medical Days and Zoobust among others. They are set according to the needs of the cooperative as they help to improve market participation, also influencing the attainment of the proposed goals. Through the proposals mentioned above, you can increase your positioning in the minds of customers, with the implementation of an advertising proposal being one of the fundamental factors to improve the Corporate Identity Manual. Consequently, it is recommended to continue applying what is proposed in this thesis through the development of different strategies in order to achieve the objectives.