Plan estratégico para la Cooperativa de Ahorro y Crédito “Acción y Desarrollo” Ltda., oficina matriz, ubicada en la ciudad de Riobamba provincia de Chimborazo período 2021-2025

Abstract

The present study focused on the elaboration of a strategic plan for Cooperativa de Ahorro y Crédito Acción y Desarrollo Ltda in its main office located in Riobamba city, province of Chimborazo from 2021 to 2025, as a tool of administrative and financial management for the company. Based on the field and documentary research, the institutional situation was revealed, the use of the inductive method allowed identifying the internal and external factors that involve the activities of the institution, and even a face to face interview with the CEO, a survey applied to the institutional staff, digital and face-to-face surveys applied to its clients in Riobamba city, and then the information was attached for the analysis and interpretation of results through statistical tables and graphs, whose information revealed real problems such as: the lack of strategies for good customer service and attracting more investment, lack of innovation in financial products and services, few employees in offices, a high rate of overdue portfolios, slow credit acceptance and delivery processes, inefficiency regarding credit collection processes and limited marketing. Based on the results obtained, the proposal of a balanced scorecard and the implementation plan was developed which contains projects, policies, objectives, budgets and estimated execution time, concluding that this plan is optimal for the institutional operations. It is recommended that the managers, the administrative and the operational staff implement the strategies from this study as it will allow them to take better strategies that lead to a good position of the company within the financial market in order to position it as a solvent financial institution and at the same time comply with the expectations of its associates and clients.