ELABORACIÒN DE UN PLAN DE MARKETING PARA LA COOPERATIVA DE AHORRO Y CREDITO “CRISTO REY” EN LA CIUDAD DE LOJA

This research work entitled: DEVELOPMENT OF A PLAN FOR MARKETING credit union "Christ the King" in the city of Loja, aims to develop a marketing proposal that will allow the institution to develop and improve their offer products and services in the market of Loja, considering that the cooperative is located in the Barrio Motupe, Parish Valley of the city of Loja, place where the marketing plan will be developed, you can also say that the cooperative has 9150 partners. For this reason the present study's main objective is building a marketing plan aimed at meeting the future actions of the cooperative, using the efficient use of the resources available at the same time establishing control mechanism. In this marketing plan is considered methodological and technical tools such as: the survey of customers of the cooperative considering a sample of 369 surveys in order to know the general information of clients also factors interviews were conducted key, in order to establish some factors that benefit the cooperative when offering products and services to its customers. Also for the development of the proposal proceeded to the realization of PESTEC analysis, applied to key informants of the cooperative, which allowed the study of the legal, economic, social and cultural, technological and competitive political factors allowing to find key information the cooperative such results make it possible to reach external factor matrix MEFE resulting weighted value of 3.25 which means that the company has more opportunities as the development of communications, population growth and to explore market threats and political instability, unemployment and underemployment, political parties in power and behavior of demand for goods. Competitive analysis of the same union that helped find significant results where they could learn about the main direct competitors cooperatives as cooperative Chamber of Commerce 3.20 occupying a position of market leader in second place Cristo Rey cooperative was made in a position of defending aspects 3.09 noticeable drawback is found in advertising and product promotions; Third Fortune cooperative with a position 5 of 2.82 and finally the Professional Drivers cooperative with a position of 2.82. The analysis of internal run it factor based on the strengths and weaknesses that the cooperative has studied for it each major area of marketing variables and thus the internal factor matrix giving MEFI was established as a weighted result 2.45 indicating that the cooperative is slightly stronger than weak, where the strengths outweigh such as market share, trained personnel, outlets and satisfaction of products and services, and weaknesses weigh less as lack of promotions and the lack of an analysis of consumer preferences. He then proceeded to carry out market research for the identification and solution of various problems that may be going through the cooperative, determining that 49% of the interest rates are acceptable, 98% of customers are satisfied with the services they have received because it gives confidence and security, 61% indicate that the facilities are suitable for the customer. Finally concerning presents the conclusions and recommendations of the study which concludes that the cooperative has more opportunities as the development of communications, population growth rate and market to explore and threats political instability, unemployment and underemployment, parties politicians in power and behavior of demand for goods. Also choose strategies resulted MIE SWOT analysis and strategies for this solution was determined to increase profitability even 10% of the cooperative, reaching a market share of at least 30% of the total population, position 25 % in the minds of customers in the city of Loja and improve the quality of products and services offered by the cooperative through the implementation of new products and services.

• 1. autor: Granda Yunga, Alex David (author)
• Format: bachelorThesis
• Język: spa
• Wydane: 2016
• Hasła przedmiotowe: ADMINISTRACION DE EMPRESAS; ELABORACIÓN PLÁN MARKETING COOPERATIVA; AHORRO CRÉDITO "CRISTO REY"; EN LA CIUDAD DE LOJA
• Dostęp online: http://dspace.unl.edu.ec/jspui/handle/123456789/10697