Plan de marketing para las cuentas de ahorro infantil del Banco Internacional sucursal Quevedo
The following thesis was developed at the Banco Intenacional branch Quevedo that is located in Quevedo City, province of Los Rios. Our goal is to create a marketing plan to implement child savings accounts at this financial institution. This work is based in the intrinsic characteristics of the fina...
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| Format: | bachelorThesis |
| Sprog: | spa |
| Udgivet: |
2013
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| Fag: | |
| Online adgang: | http://repositorio.uteq.edu.ec/handle/43000/3120 |
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Tilføj Tag | Summary: | The following thesis was developed at the Banco Intenacional branch Quevedo that is located in Quevedo City, province of Los Rios. Our goal is to create a marketing plan to implement child savings accounts at this financial institution. This work is based in the intrinsic characteristics of the financial market and the need for a greater market segmentation as well as product diversification. For this study, we have considered the level of sensitivity of clients' loyalty, changes in the financial consumption styles and innovation strategies to create competitive advantage. First, we analyzed the bibliography specialized in the financial market. Next, we conducted marketing research studies on the product positioning and the consumer preferences towards this product. Then, we identified and analyzed the competitors and the characteristics of the child accounts offered by these competitors. Finally, after obtaining all the necessary information, we developed a Marketing Plan for the "Child Account" at Banco Internacional branch Quevedo. This plan provides market-oriented strategies that will develop the market positioning of this new product. Additionally, this plan will benefit Banco Internacional's brand image in Quevedo City. Quevedo is a commercial zone that is in constant development and offers future opportunities for the bank. |
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