Plan de marketing para el posicionamiento de la imagen corporativa de la Cooperativa de Ahorro y Crédito Acción y Desarrollo Ltda., de la ciudad de Riobamba, provincia de Chimborazo

Abstract

The marketing plan to the positioning of the corporate image from Savings and Credit Cooperative Acción y Desarrollo Ltda., Riobamba city, Chimborazo province. That study has been proposed with the objective of promoting the socioeconomic development of its associates through the presentation of financial services. A SWOT situation analysis were made in order to fulfill with the mentioned, applying surveys to the partners and clients, and interviewing to the manager, determining a correct diagnosis of the current conditions of the cooperative. It was determined that the cooperative does not have technical requirements, the absence of a marketing plan, does not have an adequate communication with its clients, lack of an advertising plan and promotion. It has been proposed to design strategies and tactics such as: the institutional slogan with a significant phrase, plan of publicity and promotion with the use of means of radial communication, newspaper and social networks, simulator of credit with the creation of the platform to know the interest rates of the cooperative, information services through text message and sending emails to the partners. Therefore, it is recommended to implement the marketing plan to support the institution to position itself in the financial market of the locality.