Plan de marketing para incrementar el posicionamiento de la COAC “Nueva Esperanza Ltda.” de la ciudad de Riobamba

Abstract

This research aims to design a marketing plan to increase the positioning of the COAC (Cooperative of savings and Credit) “Nueva Esperanza Ltda." of Riobamba city for 2021 - 2022. This marketing plan seeks to improve the cooperative's presence in the market through digital tools contributing to better communication and immediate receipt of information by partners and customers. This research followed a methodological framework based on a mixed research approach of descriptive level, with a non-experimental design according to the manipulation of the variable. This study was a documentary study, considering the economically active population of the province of Chimborazo, the sampling was non-probabilistic, and a survey was necessary for data collection. Then, the collected data were collected, graphed, and interpreted, showing that the cooperative owns a recognition of 41.5% in its market segment. It was also evident that Facebook and WhatsApp are the most popular social networks. In this regard, the people surveyed are willing to receive promotions and discounts through social networks. Using information technologies and social networks is essential because when a company is not on the Internet is less recognized, and its positioning becomes much more difficult. Therefore, it is recommended to implement in the Cooperative the proposed strategies and conduct their control and analysis periodically to achieve a better presence on social networks.