Análisis de factibilidad para la apertura de un punto se servicio de la cooperativa Fernando Daquilema mediante geomarketing.

Abstract

The purpose of the following case is to analyze the feasibility of opening a service point aimed at the members of the “Fernando Daquilema” Savings and Credit Cooperative through the geo-marketing tool. In this investigative process, exploratory research and analysis of traces found were applied, relying on the database of members of the Fernando Daquilema Cooperative, with the purpose of obtaining data that would provide us with the necessary information that leads us to achieve the main objective of this study. The next step was the analysis of the data where we found the areas with the largest partners and their distances measured in ranges. A review of the technical foundations of the geomarketing technique, its utilities, applications, advantages, importance and the benefits provided by the application of geomarketing techniques in the processes of opening new service points was carried out. With the collection and analysis of information, the most suitable point for the new service point is defined, which is the city of El Guabo since it is the second area with more members living in it, so the cooperative will also be able to attract greater members and extend its territory since it is a new area. The opening of this new point is feasible since the cooperative always has a budget destined to the expansion of its services and territory.