Plan de marketing a la cooperativa de ahorro y crédito Divino Niño del cantón Cumandá, provincia de Chimborazo para mejorar el posicionamiento

Abstract

The present study called a marketing plan for the Cooperativa de Ahorro y Crédito Divino Niño, located in Cumandá, province of Chimborazo has been carried out to improve the quality of the financial services and products offered by the institution. It was necessary to apply a qualitative-quantitative research methodology, through surveys to the members and employees of the institution along with an interview to its legal representative in order to know his point of view in terms of its history and aspirations regarding to the promotion of financial services. The results showed that the institution lacks a marketing plan to support its management through a market analysis that focuses on high quality financial services and products according to the costumer needs. It was concluded that it is necessary to apply marketing, product and price strategies to achieve the satisfaction of clients. Therefore, it is recommended a regular revision of strategies to offer high quality services to satisfy people who trust the institution and guarantee the proper administration of its resources.