Plan de comunicación para fortalecer la imagen corporativa de la Cooperativa de Ahorro y Crédito Fernando Daquilema de la ciudad de Riobamba, período 2012

Abstract

This thesis is to develop a communication plan to improve the corporate image of the saving and Credit Cooperative Fernando Daquilema in Riobamba, Chimborazo province during the period 2012. An analysis of macroeconomic and microeconomic factors such as technological, environmental, socio – cultural, political, legal, economic, and within the micro environment: human resources, organizational situation, teams and partners. Once the situational analysis and the result of market research raised the proposal in which we design advertisements strategies such as: logo design, advertising on: television, radio, mobile and a billboard for the promotion is done delivery of caps, shirts, purses and sports suits,and performed training of staff working in the institution, it identifies the most appropriate media to enhance the corporate image according to the needs and acetifies that the institution develops the good of the community. The results are providing good service to meet the need is for our customers, and that the corporative is at the level of competition, and thus may have greater participation in the market today, without affecting the financial interest of the institution.