Plan estratégico para la Cooperativa de Ahorro y Crédito Vencedores de Tungurahua Ltda., periodo 2020-2024

Abstract

The present research work consisted of the development of a Strategic Plan for the Savings and Credit Cooperative "Vencedores de Tungurahua" Ltd., in Ambato canton, province of Tungurahua, to establish an analysis of the needs of the environment to expand the portfolio of services. The methodology used to conduct this research was based on establishing a theoretical framework, which served as a guide for the development of the work, in addition to other instruments used to collect information such as the survey, which was applied to the workers of the entity, and the interview with the general manager. In addition, a situational analysis was conducted, supported by diagnostic models such as Porter's 5 Forces and the SWOT analysis. With the results obtained, it was determined that there are shortcomings in the services offered, since they do not meet the market demand, and the services offered do not generate high competitiveness, and it was also found that it is necessary to implement new services to improve the positioning of the cooperative. Therefore, strategic planning was prepared to achieve correct management of resources and contribute to better decision-making to improve the financial results of the Cooperative