El marketing operativo y el posicionamiento de la Unión Provincial de Cooperativas de Ahorro y Crédito de Chimborazo en la ciudad de Riobamba.

The present research addresses operational marketing and the positioning of the Provincial Union of Savings and Credit Cooperatives of Chimborazo (UPROCACH) in the city of Riobamba. Through an operational marketing plan, short-term objectives were achieved, and by applying marketing mix tools (product, price, place, and promotion), strategies were developed to improve the organization’s visibility. To this end, surveys were administered to 18 affiliated savings and credit cooperatives, which made it possible to identify key aspects such as low participation on social media, a weak connection with members, and limited effectiveness in promoting their services, among others; thus highlighting areas that require strengthening. The results obtained aim to contribute to a better understanding of the importance of operational marketing in the local financial market, as well as to identify opportunities for improving institutional performance. This will allow the design of strategies based on market research techniques, competitor analysis, and advertising and communication campaigns, with the purpose of increasing the organization’s visibility and strengthening relationships with affiliated cooperatives. The research made it possible to formulate accessible, realistic, and feasible strategies that will contribute to brand strengthening and broader reach within the target market. In this context, the study not only proposes improving market presence but also enhancing social impact, promoting more meaningful connections with its members and beneficiaries.

• Glavni avtor: Lema Yanchaliquin, Pedro Mesias (author)
• Format: bachelorThesis
• Jezik: spa
• Izdano: 2026
• Teme: Marketing operativo; Posicionamiento; Mercado financiero; Sostenibilidad; Estrategias
• Online dostop: http://dspace.unach.edu.ec/handle/51000/16318