Propuesta de un modelo de gestión comercial para fortalecer el proceso de captación de capital social en la Cooperativa de Ahorro y Crédito Riobamba Ltda, período 2013

Abstract

The Savings and Credit Cooperative Riobamba Ltda., Is an entity whose corporate purpose is to meet the financial needs of its partners and customers. This thesis proposes the Design of a Commercial Management Model in the Savings and Credit Cooperative Riobamba Ltda., Which is carried out in order to improve the uptake of social capital by partners and achieve timely growth. In the first chapter the general aspects of the institution are developed, finding in this the background, its location and mainly the organizational structure. In the second chapter an analysis was carried out both externally and internally this is reflected in the SWOT analysis and competition analysis, the survey was applied to the members of the cooperative that served to carry out market research, with which it was possible to determine the lack of communication that exists towards the partners about the services they offer and essentially the lack of knowledge regarding the social capital. With the information acquired, the respective findings of the investigation were made. In the third chapter the proposal was formulated developing the strategies, punctually the plan of action, based on the results obtained with the application of the survey, to determine the needs of the partners. Finally, the final chapter describes the conclusions and recommendations.