Diseño de un plan de marketing para la Cooperativa de Ahorro y Crédito Nizag Ltda, del cantón Alausí, provincia de Chimborazo, periodo 2017.

Abstract

The present title research work designs a marketing plan for the Cooperativa de Ahorro y Credito Nizag Ltd., Alausi Canton, Province of Chimborazo, period 2017. Its objective is to improve the commercial management of the institution by boosting the supply of products and increase the number of partners. The design of the research is mixed, that is, a qualitative and quantitative approach. Surveys were carried out on the economically active population of Canton Alausi, which according to INEC projections is 5.767 inhabitants for the year 2017. The results of the investigation showed important findings such as: the cooperative does not carry out an adequate promotion of the existing products and services, nor uses electronic means for its diffusion, in addition, the potential clients have rarely received publicity, which causes a low positioning; similarly, it should be considered that there is a slight increase of the credit payments. It is recommended to implement this proposal, because it will improve the commercial management of the company.