Estrategias de marketing para aumentar participación del mercado en la cooperativa de ahorro y crédito Fernando Daquilema agencia Machala.

Abstract

This chapter focuses on the investigation of the marketing strategies of the Cooperativa de Ahorro y Crédito Fernando Daquilema in the Machala agency, highlighting the inadequacy of current strategies due to the lack of regional recognition and specific strategies. The main objective is to develop strategies focused on customer satisfaction to increase the agency's market share. Chapter II examines the background, including problems in the financial cooperative system in Spain, and details the research methodology encompassing literature review and expert interviews. The research results, which include the marketing strategies of the cooperative studied, are presented, their implications are discussed, and recommendations for improving these strategies are offered. Chapter III describes the research methodology focused on the analysis of the marketing strategies of the cooperative, using a descriptive approach and a deductive theoretical framework. Various instruments such as documentary records, unstructured interviews, questionnaires and observation are employed. The results reveal demographic diversity among members, high satisfaction with customer service and strong trust in the cooperative, with emphasis on the use of WhatsApp and the need to improve information on products, services, rewards and communication. Chapter IV highlights key demographic groups and recommends adjusting strategies, focusing on accessibility and low interest rates. Opportunities in financial services are noted and measures such as medical brigades, partnerships and financial education are proposed, with an assessment of the technical, economic, social and environmental feasibility of these proposals. Chapter V summarizes the conclusions, highlighting the overall satisfaction of the partners, but identifying areas for improvement. Recommendations include the implementation of training programs and more effective communication to improve the satisfaction and loyalty of current partners. Emphasis is placed on prioritizing these aspects to attract new members and improve the promotion of services, boosting client participation and addressing the deficiencies identified in the survey.