Plan estratégico de marketing para la cooperativa de ahorro y crédito Mushuk Kawsay del cantón Francisco de Orellana provincia de Orellana

This paper bases its activity on developing a strategic marketing plan for the credit union Mushuk Kawsay, The canton Francisco de Orellana province of Orellana. I arises because there the need to grow in the market to meet the requirements of savings and credit payment services. For the preparation of this plan is supported Cooperative Manager who is willing to work with the information necessary to achieve the objectives set therein. The general objective was to design a marketing plan for the credit union Mushuk Kawsay, The canton Francisco de Orellana province of Orellana. Oriental research to technological and methodological process, the target was raised considering the company requires making significant changes, change their tactics and provide new tools for administration and management, therefore there is a need to properly guide research, through the general objective proposed. Methodological procedures or guidelines, allow the researcher to walk on the aspects that require integration at different stages of the investigation. In paragraph c, it is the introduction of a comprehensive approach work where all the research is given. In paragraph d. theories about the marketing plan definitions and content is developed. In the letter e, they are the methods and techniques used to develop this research. It is noteworthy that in the methodology used, resorted to the use of the following methods: historical, deductive, inductive, statistical and analytical; regarding techniques, using both the survey was necessary, as well as interview and observation. In the literal f, we find reference to the results, the interview applied to the manager of the cooperative, which allowed it to collect information about your organization to know in detail the current situation. The survey was aimed at the members of the credit union Mushuk Kawsay. Which in its database consisted with 2020 people, of these people a sample of 323 surveys were applied to this population and 20 was determined surveys were applied to employees of the cooperative through information obtained could determine the strengths that comprise the cooperative personalized service was established in the town, wide range of services, good location, good infrastructure and a good environment Work to develop the activities required course, and to define the weaknesses.Do not have a marketing and advertising plan to attract more partners, local is not proper, lack of promotion, lack of staff training, limited knowledge on the part of the employees of the vision, mission, objectives and organizational values. Based on the information obtained as a result of the analysis of internal and external factors, it was determined that the chances of greater importance that the company is the commercial and population growth in the province of Orellana, the remittances are focused on a trend savings and investment, high rates of passive interest, as to the threats of greater strength this rise in inflation, high lending interest rates, unstable of GDP expressed with the level of growth of the economy growth is not in a good economic situation and adverse factor you can not use your money to save and improve their economic welfare. According to the analysis matrix EFE and EFI, it is determined that the weighted value of EFE is 2.84; result indicating that the joint study presents an advantage in its external environment, as have the opportunities outweigh the mitigating threats. Moreover, the weighting factor of the IFE Matrix, a value of 2.59 results indicating that internal strategic position of the company is above average, meaning the company has more strengths than weaknesses was obtained In the literal g, 6 strategic objectives that were raised: Increased product portfolio, optimize service regarding coverage and speed and capture more partners. Promotions do a plan, promoting public confidence by major raffle prizes to support productive activities, develop an incentive plan for employees, conduct a permanent training plan for employees, formalize the respective contracts with the media Communication with the largest circulation, and harmony of the town and delivery of printed material. Finally the budget required for the fulfillment of the strategic plan is $ 6.589,00; it is estimated that this investment will strengthen the company image in the market and thus improve profitability. At work they were finally established the conclusions and recommendations that have been thought relevant

• Hlavní autor: Cuacés Puetate, Mariana de Jesús (author)
• Médium: bachelorThesis
• Jazyk: spa
• Vydáno: 2015
• Témata: PLAN ESTRATÉGICO; MARKETING; COOPERATIVA DE AHORRO Y CRÉDITO; INVERSIÓN
• On-line přístup: http://dspace.unl.edu.ec/jspui/handle/123456789/8229