Plan de comunicación integral para la Cooperativa de Ahorro y Crédito Sol de los Andes agencia Riobamba provincia de Chimborazo

Abstract

The following thesis Project is aimed at proposing an overall communication plan design to elevate the saving credit unions branch called Sol de los Andes and located in Riobamba city. With the purpose of ascertaining the current status of the company which allows to suggest business improvement strategies and be able to position its brand name in Riobamba Market. The methodology used to conduct an effective work in surveys applied not only for internal market but also for potential and real external market, through direct attention and a personal interview carried out to the company general manager based on the RMG matrix. With this marketing method a SWOT analysis was conducted which allowed to know the current state of the company. According to the results obtained in the surveys, it was determined the implementation of an integral communication strategy that is appropriate for the brand name positioning, since the company has well-trained human talent and an outstanding working environment, However, the corporation does not have social recognition in the market. For this reason, the proposal is substantially based on drawing up strategies that promote an improvement in the internal and external communication. Taking into consideration fundamental cornerstones to provide an efficient and accurate service in order to differentiate from the competition. That is why, it is strongly recommended to put into effect the integral communication plan that will permit Sol de los Andes credit union to advertise and promote the brand access to both massive and alternative media, thus achieving a competitive positioning and a successful participation in the marketplace.