Plan de Marketing Integral para la Cooperativa de Ahorro y Crédito San José Ltda., del cantón Chimbo, provincia Bolívar.

Abstract

This research was carried out at the “Cooperativa San José” limited, with the objective of proposing a strategy for the improvement of its management through an Integral Marketing Plan, considering that one of the pressing problems is the little identification of the needs of partners and clients, as well as the identification of the offer of financial and non-finacial products and services theough the means of communication that maximize their social and financial income. In this way, theoretical references were consulted on the effective management of Integral Marketing of the social and solidarity economy organizations, which contributed to the theoretical basis of the research and to define the dimensions and indicators for the diagnosis and proposal. At the same time, interviews were held with the manager, head of business, and head of marketing to know and identify the way in which the institution offers its products and services; as well as the impact achieved, reversed in profitability indicators within financial intermediation. Additionally, ethnography was carried out for partners and clients with the purpose of knowing, among other aspects, the level and quality of receptivity from the institutional message through advertising media; diagnosis that showed that the institution has receptive weaknesses of the institutional supply attributed to the little impact that these generate in the population, followed by the weak personalized attention they receive from officials of the same. This is why the strategies proposed in the Integral Marketing Plan was subjected to a process of validation by experts, who agree on the relevance of the same to maximize their social and financial income, which can be implemented in other Cooperatives in the financial field of the social and solidarity economy of the same segment.