Plan Estratégico de Marketing para el Banco de Machala Sucursal Zaruma

This research makes a Strategic Marketing Proyect for the Bank of Machala Zaruma Branch, which has been developed taking into account the competition, geographic location, current and projected situation. From an analysis conducted by different research methods applied, it has been determined that the quality of products and services offered by the Bank of Machala Branch Zaruma and its perception by customers, has a direct impact on the incorporation of new customers, due to the aggressive advertising campaign competition, both locally and nationally, so it is vital that the directors of the institution take into account the approaches made in this Strategic Marketing Proyect, in order to keep the leadership and recover the corporate image. This study however, has set as its objectives the improvement of services offered through the renovation of equipment, and communications networks, strengthening of technical and professional staff to improve care to the general public, creating a new image and optimizing the physical infrastructure of existing office furniture and developing a program of promotion and advertising of products and services offered by the institution. From the previous comments, has come to the conclusion that there is a lack of training and motivation of employees, which directly affects the level of customer service. Furniture and office equipment of the institution are not the most suitable for customers to feel completely comfortable because most of them have already finished their lifetime and are fully depreciated. Likewise the physical infrastructure needs a re-condioning, both in terms of their systems of provision of basic services such as its design and distribution, and that the building was not designed for the use of a banking institution, but was conditioned for such use, but at the present time due to institutional growth, its physical capacity in some areas are overloaded. The Bank of Machala, must add into its investment budget a heading for publicity and propaganda, this way the bank will be able to compete on equal terms with both the competence of the public sector (Banco de Fomento), as with the private sector (Banco Pichincha)

• 1. Verfasser: Valarezo Crespo, Mario Antonio (author)
• Format: bachelorThesis
• Sprache: spa
• Veröffentlicht: 2016
• Schlagworte: Plan Estratégico; Administración de Empresas; Banco de Machala; Zaruma
• Online Zugang: http://dspace.unl.edu.ec/jspui/handle/123456789/12714