Plan de negocios para la sucursal de la cooperativa de ahorro y crédito “Nueva Esperanza Cía. Ltda.” en la ciudad de Riobamba, provincia de Chimborazo

Abstract

The present research called Business plan for the branch of the savings and credit cooperative "Nueva Esperanza Cía. Ltda." in the city of Riobamba, province of Chimborazo, the same that had the purpose of making a current diagnosis that allows the elaboration of adequate strategies for the implementation of the new branch, watching over the interests of the members and applying a continuous improvement in the sale of its services. The methodology used was based on a survey of the cooperative's collaborators, the results of which, through a general analysis, determined that most of the members are from the urban area and that the opening of the new branch is necessary to reduce the crowd of members in the head office. The proposal included a SWOT analysis which allowed us to know the current situation of the cooperative to obtain an accurate diagnosis for decision making. A market study that helped to determine the demand for the services to be applied, with a Marketing MIX plan where price, product, place, and promotion of the services were determined. In addition, there was an economic and financial study detailing each of the costs and expenses for the cooperative. It was concluded that the opening of the new branch in Riobamba is necessary to improve service and ensure the health of the cooperative's members. It was recommended to the administrative part of the cooperative to apply strategies to position the institution so that it has more recognition for the quality services it offers since this will increase demand.