Diseño de un plan de marketing para la Cooperativa de Ahorro y Crédito “Pacífico Ltda”, provincia de Chimborazo, cantón Riobamba, en el periodo 2016 – 2017

Abstract

The “Desingn of a marketing plan for the Cooperativa de Ahorro y Crédito Pacífico Ltda, in Riobamba city”, in order to achieve the recognition of it in the current and potential customers, in addition to its influence in the financial market. Fort he development of the research, an analysis of strengths, opportunities, weaknesses and threats was carried out, analysis of the fundamental aspects such as the internal and external factors that affect the entity, the incidence of offered products as well as its service, through surveys carried out to members and citizens in general, which served as basis for establishing the need of a market study. The results which were obtained are the lack of a corporate image, adequate publicity, appropriate organizational strategy, corporate image is not remembered among internal clients, much less in the external clients of Riobamba city, it is also considered that a marketing plan is needed to improve the relationship with its customers. It is recommended to apply the commercial and communicational strategies proposed in this research since they will achieve the desired positioning by the credit union within the city.