Plan de comunicación para posicionar la Cooperativa de Ahorro y Crédito Nueva Esperanza Ltda. de la ciudad de Riobamba

Abstract

The savings and credit union Nueva Esperanza Ltda. of Riobamba City has been providing financial services to the community for more than 14 years, so this research focused on the formulation of a communication plan to position the credit union, to identify the inconveniences that impact the efficiency and effectiveness of the positioning of the entity. The methodology adopted focused on conducting a survey directed to the residents of Riobamba city, specifically to the economically active population. From the results collected, it was identified the absence of an adequate correspondence procedure that would favor the strengthening of communication between the organization and its clients. The not enough attention given to social networks and the company's website was also observed. To remedy these deficiencies, a communication plan designed through the implementation of advanced methodologies and specific exercises aimed at consolidating the company is presented. The plan seeks to improve effective correspondence, as well as to retain and attract both current and potential clients. The findings revealed a positive relationship between the implementation of a communication plan and increased sales and market share. In this way, the development of the plan stands as the tool that will shape the communicative systems and with a meticulous approach to the information disseminated to improve results.