Plan de comunicación para la Cooperativa de Ahorro y Crédito “Kullki Wasi Ltda.”, en la ciudad de Ambato, provincia de Tungurahua, periodo 2017.

Abstract

This certification work aims to elaborate a plan system of communication for improving the positioning of the association of savings and credits "Kullki Wasi Ltda" which currently has a poor corporative image, bringing up several positioning issues and deficient market participation because of bad planning and lack of contact. The purpose of a communication plan is quite vital in every business company and even more in a financial entity due to if there is not a good inner link, the outer one will be the same, thus, by having an excellent connection and correcting all the mistakes on time, it will allow to reach all the objectives. Some surveys were applied to the associates and internal employees from the association of savings and credits, in order to analyze theoretically and practically the way of developing an integral communication model that permits to strengthen its positioning in the canton of Riobamba. It is recommendable to develop continuous marketing studies which gauges the impact of the communication plan and the association positioning.