Estudio de mercado para la Cooperativa de Ahorro y Crédito Riobamba Ltda., agencia sur y estrategias para mejorar su competitividad

Abstract

The objective of this research work is to formulate strategies for the Cooperativa de Ahorro y Crédito Riobamba Ltda., Agencia Sur, in order to improve its competitiveness by conducting a market study. The methodology used was the observation by which the behavior and needs of people in their environment were determined, the surveys applied to the inhabitants of the southern area of the city of Riobamba and the interview using the method of fictional clients (Mistery Shopper), applied to competition between banks and cooperatives. With the tabulation of the data, the analyzes and the interpretation of the results by which the microcredit was determined is the most required, to validate this information, the Boston Consulting Group (BCG) Matrix was used in which the microcredit was identified as the star product, an analysis of the main competitors was also carried out through the Competitive Profile Matrix (MCP) identifying the Pichincha Bank and the Fernando Daquilema cooperative as the main competitors in the southern part of the city. After analyzing the financial and competition products, a SWOT matrix was developed to identify the internal and external factors of the cooperative, which served as the basis for developing the strategy matrix and how to manage the formulation of functional strategies, competitive, positioning and marketing for types of credits. It is concluded that the market study knows the current situation of the cooperative against its competitors. Regarding your financial products. Therefore, it is recommended to apply the strategies formulated in order to improve competitiveness.