Plan de comunicación para el posicionamiento de la Cooperativa de Ahorro y Crédito Salate Ltda del cantón Pelileo provincia de Tungurahua

Abstract

The purpose of this research work, called Communication Plan for the positioning of the savings and credit cooperative Salate Ltda. from Pelileo canton, was to strengthen the institutional image, in addition to contributing to the sustainable development of the Company and its environment. This research focused on finding the needs of the financial institution through the design of a communication plan to improve the image and seek a better positioning against its competition. To meet the proposed objective, the research methodology used was the quantitative approach, since it allowed determining the degree of preference of the cooperative Salate, likewise, the quantitative approach was applied; according to obtaining the results of the application of the survey through the Google Drive platform, the same that was conducted to the partners and customers of the cooperative, in addition to the interview with the coordinator of the agency, with which a general diagnosis was obtained to know what areas and strategies should be applied. Therefore, the strategies established should be monitored in order to verify whether the communication plan is being used effectively. To achieve recognition and position within the environment, it is recommended to follow up on the fulfillment of the communication plan without ceasing to inform about the services and benefits it provides, so it is important to socialize the strategies and actions among all the collaborators so that they participate in the development of the communication strategies.