Plan de marketing para la Cooperativa de Ahorro y Crédito Produactiva Ltda, cantón Quero, provincia de Tungurahua, período 2017.

Abstract

The Marketing Plan for the Saving and Credit Cooperative Productiva Ltda. Quero canton, Tungurahua Province, 2017 period, was carried out to state marketing strategies permitting to increase the membership number and improve the financing service offered by the institution. Questionnaires were carried out to the institution members and possible new ones to evaluate the satisfaction degree of the offered services and to know their financing expectations as well as an interview to the manager to know the most demanded financing services; this permitted to evaluate the accomplishment of the objectives of the Cooperative together with a FODA analysis as well as knowing that the institution has two competitors such as the ONG Insotec and the Saving and Credit Cooperative San Francisco Ltda. There is also the lack of training of the personnel to carry out their functions. Strategies permitting to reach a better positioning in the market and to increase the membership number in the entity, give advice and investment training as well as broadening the client number using our financing services. Finally, the proposed strategies will permit to foster the entrepreneurship and increase the membership number and improve the cooperative financing profitability. It is suggested to apply the present developed marketing plan, analyze the entity internal policies for a possible reduction of interest rates; moreover, the department in charge of marketing is suggested to carry out a follow up to the competitors and constantly innovate the offered financing services.