Plan de marketing para la cooperativa de ahorro y crédito del Sindicato De Choferes Profesionales de la ciudad Loja.

This project focused on developing a "PLAN of MARKETING for the cooperative of saving and credit from the Union of drivers professionals of LOJA" is undoubtedly a response to various problems of the enterprise in terms of the area of marketing. Various methods was used to develop this research work: inductive, deductive, synthetic, analytical and statistical, together with research tools and techniques as the interview the Manager, the survey to internal customers (15 employees) and external of the cooperative of the Union of professional drivers of Loja (4960 customers). According to the results obtained could perform an analysis of situation both internal and external. The outer had to do with the factor economic, political - legal, social, technological, competitive and Porter's five forces. With this analysis, it was determined the threats and opportunities of the cooperative, the weighted total obtained through the elaboration of the assessment of external factors (EFE) matrix was 2.61, which allowed to determine that this company has a high degree of opportunities that guarantee you can go ahead and develop positively in the middle. Also determined the evaluation matrix of the internal factors (E.F.I) evaluates the strengths and weaknesses of the cooperative, the weighted total obtained through the development of the matrix EFI (2.64), it has made it possible to determine that the cooperative of the drivers Union of Loja has a high degree of strength and a strong domestic position, which guarantees you can go ahead and develop positive in the middle. Analyzing the SWOT of the cooperative study, it was determined the following strengths: security and economic solvency, good image of the cooperative, customers reliability, uninterrupted hours, good attention to the client and agility in the process. The detected weaknesses are: lack of a Marketing plan, lack of training, inadequate location of the cooperative, lack of advertising campaigns and promotion and lack of products and services. In as far as opportunities are mentioned the following: Expansion and growth of the market: innovation of information technology, strategic alliances with companies or public institutions, and support of the Superintendency of banks. And the threats are a: growth of illegal collecting of money, competition, and rivalry between the banking sector and cooperative, changing regulations and legislation, economic crisis, high percentage of unemployment and underemployment and high rate of poverty-focused. In terms of the matrix of high impact strategies FO (strengths and opportunities), FA (strengths vs. threats) DO (weaknesses facing opportunities and DA (weaknesses and threats) allowed to consider the strategic objectives of the cooperative of the Trade Union of professional drivers of Loja, being the following: to) create a new branch of the cooperative of the province Union of drivers by 2014in order to take advantage of the growth of the market and its financial solvency; with a budget of $81.861,06 in the year; (b) define a training plan to the personnel that work in the cooperative in order to counteract the competition and obtain in: market, with a budget of $1,880; (c) develop an advertising plan and promotion in the year 2014 in order to grow in the market: with a budget of $16.014,00 annual; y d) establish strategic alliances with companies or institutions to offer products provides the cooperative budget of $2.000,00. To run all of these objectives has been goals, strategies and activities together with a total budget amounting to $148.745.06. Finally in this plan arises conclusions and recommendations constitute a summary of present marketing research.

• מחבר ראשי: Espinoza Cuesta, Irma Maritza (author)
• פורמט: bachelorThesis
• שפה: spa
• יצא לאור: 2014
• גישה מקוונת: http://dspace.unl.edu.ec/jspui/handle/123456789/16122