Estrategias de comercialización para fortalecer los productos financieros y no financieros de la Cooperativa de Ahorro y Crédito “San Jorge”, de la ciudad de Riobamba

Abstract

The purpose of this thesis project was to design Marketing Strategies to strengthen the financial and non-financial products of the Savings and Credit Cooperative "San Jorge" of the city of Riobamba, these strategies are aimed at improving the products positioning in the market offered by the financial institution. In the development of this research work, several investigative techniques were used, since through the survey of the entity business partners, the interview with the manager of the institution and direct observation, information could be gathered about the problems surrounding the study topic. As a result, a high percentage of the surveyed people have indicated that they have poor knowledge on how the products are offered by the institution, for this reason the partners attend the financial institution offices to request information about the products related to the credit lines. The proposal contains a Marketing Plan that has been designed to guarantee the success of the financial activities of the institution, promoting this way the different products and / or service through the Telemarket system, to locate promotional stands for the financial institution's products. The Credit union must apply marketing strategies designed to ensure the financial activities success, as well as to pursue their proposed objectives