Plan de Marketing Integral para la Cooperativa de Ahorro y Crédito Unión Ferroviaria Ecuatoriana Ltda.

Abstract

The purpose of this research work was to generate a proposal that consists of designing a comprehensive Marketing Plan, with the aim of improving the low level of positioning in the financial market of the Unión Ferroviaria Ecuatoriana Ltda. Savings and Credit Cooperative. An analysis of the current situation, which allowed for internal and external factors; with a quantitative qualitative approach and a non-experimental design with a transversal axis, the population was 609 members and the sample included 236 members who entered the cooperative's facilities. The technique was linkert scale survey applied to the partners using the SERVQUAL model, which allowed linking many findings to be able to build the baseline that serves to occupy a better position in the market. For the correlation of the hypotheses the Spearman's Rho statistic was applied; the result was 0.413 with a moderate significant relationship between the Marketing Plan and Positioning; the results of the SWOT analysis in variably coincide with the results of the research and elaborate the proposal of the Integral Marketing Plan with 8 strategies and 28 tactics, delimited to the requirements of the same as: product and personal diversification, visual identity, image, advertising, promotion, customer satisfaction and the budget of S 6 030,00. Several strategic marketing tools were used in order to select the best integral marketing strategies that the entity requires. It is concluded that the proposal of the Integral Marketing plan will make it possible to specify how the strategies will be executed in the Unión Ferroviaria Ecuatoriana Ltda. Savings and Credit Cooperative, in this way attract / retain the partners and achieve the appropriate positioning level in the city of Riobamba.