Propuesta de un plan estratégico de marketing para la cooperativa de ahorro y crédito Santa Rosa LTDA., de la ciudad de Santa Rosa, provincia de El Oro

The overall objective of this thesis is to develop a Strategic Marketing Plan for the Savings and Credit Cooperative Santa Rosa City Santa Rosa , El Oro Province First, materials and methods used within the research , we used the inductive method was used to determine the results of the project, which were obtained through the techniques that were applied in order to determine the various functions and activities performed by officers and employees of the Santa Rosa Cooperative Limited , under study, the deductive method , was used to analyze the data by general about the Strategic Marketing Plan for the Santa Rosa Cooperative Limited , and suggest the proposal under consideration , the historical method , which helped to describe the facts and events that occurred in Santa Rosa Cooperative Limited , method Description , which allowed to describe the current situation being experienced Santa Rosa Cooperative Limited , to carry out the study was able to know the actual administrative processes of the company and its actions , within the allowed techniques apply a customer survey on a sample of 400 surveys, a survey of 78 employees and an interview with the manager of the Santa Rosa Cooperative Limited Under these conditions the data helped to formulate the strengths, weaknesses, opportunities and threats , always relying on field research in the design of the SWOT matrix.Then internal and external analyzes by applying EFE matrix and EFI . With these considerations by High Impact Matrix , raised six goals , among which are , acquire computers of latest technology , to optimize customer service care at a cost of $ 18,380.00 dollars, Conduct regular meetings with the different departments , in order to create a culture of information and constant communication with internal and external customers with a cost of $ 60.00 dollars, improve the quality of communication with partners and customers, using simple and impactful advertising in hours in which this segment can tune the means or access to interviews or personal advertisements, establish permanent training seminars and motivation to all the staff of the Cooperative to perform their activities efficiently with a value of $ 2,360.00 dollars, Provide partners and customers relevant information to management and process paperwork that is required to effectively use the services offered with a value of $ 500.00 dollars, and progressive campaigns Perform at national, provincial and local services social and financial lender pays with a value of $ 7,224.00 dollars, these costs objectives given as a value of $ 28,524.00 dollars. Finally it has come to determine Based on interviews , surveys , managers , employees and customers of the Santa Rosa Cooperative Limited , is determined not to have a Strategic Marketing Plan , that will improve the service provided to the customers , it is necessary to strengthen and implement new strategies to address them.

• Main Author: Medina Fernández, Rossany del Cisne (author)
• Format: bachelorThesis
• Language: spa
• Published: 2014
• Online Access: http://dspace.unl.edu.ec/jspui/handle/123456789/15072