Diseño de un Modelo de Gestión de Comercialización para la Cooperativa de Ahorro y Crédito “Escencia Indígena Ltda., del Cantón Cañar de la Provincia de Cañar Período 2014

Abstract

This research work has proposed a design of management of marketing model for savings and Credit Cooperative ”Escencia Indígena Ltda., of the province of Cañar, for the period 2014”. A situational analysis was conducted which showed the lack of a model of business management that allaws the loyalty of its members to distinguish between its competitors and at the some time attract more customers. A study sample population has been selected to those who were applied respective questionnaires on this basis could get an accurate diagnosis of the current conditions of the Cooperative Escencia Indígena in reference to its commercial management. Found findings refer to the lack of a commercial management model, does not have a good communication with customers, requirements of customers are not addressed on time, the activities are not carried out in order to encourage customers. The necessary strategies, objectives and policies of customer service have been proposed in the proactive framework based on the obtained diagnosis to implement an appropriate commercial management model; as strategies mentioned include the implementation of a CRM for optimal management of the portfolio of customers. The cooperative is operated with a basic direction of the service provision of deposit taking and granting microcredit to customers, in such way an after sales service nor monitoring of the needs of customers are not carried out.This study recommends acquiring the tool CRM Microsoft Dynamics for the purpose of maintaining a suitable and opportune communication with its customers and make them faithful.