Plan de marketing para incrementar la cartera de socios de la cooperativa de ahorro y crédito occidental Ltda. del cantón Pujilí de la provincia de Cotopaxi en el período 2014 – 2015.

This research work provides information and analysis of all general and economic aspects, that affects the development of the marketing plan, with the aim to capture a useful tool that allows to the "Entity" to increase the clients portfolio to have a solid equity and position in the market, satisfying the customer needs through the quality service and commitment of the highest level. For that, it was advisable to conduct a situational analysis in order to determine the factors that directly affect the space where the financial institution develops its economic activities, thereby assessing possible events and determine the strengths, threats, weaknesses and opportunities, involved in the economic development of the entity. In addition, market research was conducted to highlight the needs of customers and identify the insolvencies of the cooperative, through the application the survey to internal and external customers, where the need to implement a marketing plan and improve the quality of financial services was justified. After much research, it was proceeded to create a series of strategies based on 7ps of marketing services in order to encourage customers and integrate to the institution, thus achieving the objective and raising the level of market acceptance in front of the local, national and international competition. Finally the financial analysis was performed, which allowed to technically determine the economic benefits that will generate the implementation of the marketing plan in the entity, revealing the time that it will defer back the amount invested, the rate of return and the present value of each year, thus ensuring the attainment of opportunities.

• 1. autor: Caisa Chasipanta, José Lorenzo (author)
• Format: bachelorThesis
• Język: spa
• Wydane: 2015
• Hasła przedmiotowe: PLAN DE MARKETING; CARTERA COMERCIAL; ACCIÓN Y CONTROL; DOCTRINA COOPERATIVISTA; MARKETING ESTRATÉGICO
• Dostęp online: http://repositorio.utc.edu.ec/handle/27000/4870