Diseño de un Plan Comunicacional para la Cooperativa de Ahorro y Crédito Riobamba Ltda., agencia Guano, período 2017

Abstract

This thesis consists of the development of communication strategies for the Cooperativa de Ahorro y Credito Riobamba Ltda., Guano Agency, due to its loss of participation in the local market and increment of competition towards thereof, for the elaboration of the research, it was utilized primary and secondary sources, methods and instruments such as a number of interviews with employees of the institution and surveys with the population of Guano, which permitted to better understand the current state of communication of the company, it was investigated all the information provided by the Cooperative, the situational state where its SWOT stands out and current strategies thereof. By identifying the problem which consists of cooperative communication, with the costumers-associates; since they are unaware of financial services and this is the reason why market participation has been lost. By conducting later the market study, which allowed establishing the types of communication strategies that are going to be applied in the proposal. By recommending to the institution the implementation thereof, such as the transmission of advertising spots on radio, SMS messages, written media and delivery of Tablet for greater customer acquisition and loyalty, and thus avoid the rise of participation of the competition.