Propuesta de un modelo de gestión comercial para la Cooperativa de Ahorro y Crédito Luz de América Ltda. de la ciudad de Riobamba, provincia de Chimborazo, periodo 2017.

Abstract

The proposal of a Commercial Management Model for the Luz de América Savings and Credit Cooperative Ltda. of the Riobamba city, Province of Chimborazo has been developed with the purpose of improving the commercialization processes of financial products. The investigation starts from the identification of the institutional problem, through surveys that were applied to the personnel, and the interview performed to the Manager allowed to compile biographical data for the execution of the management strategies, the modality is defined in which it is specified, the deductive method and the theoretical method under which the research was developed. The cooperative does not have a Commercial Management Model, does not have a Structural and Functional Organizational Chart, which makes it difficult for the staff to carry out their activities properly, lack of Publicity of the services offered by the Institution, the customers do not know and they go to another financial entities. The commercial strategies were carried out according to the needs of the cooperative with the aim to improve areas of the company such as human talent, commercial areas. These strategies focus on aspects such as price, place, promotion and people that will allow the improvement of the commercial processes of the financial institution since each strategy has its breakdown that is objective, tactical, responsible, cost, duration, and also the indicator, the latter will make it easier to measure the progress level of each strategy. It is recommended to implement the proposed Model, as an important tool for the commercial management of Luz de América Cooperative Ltda.