Plan de comunicación para la Cooperativa de Ahorro y Crédito Minga Ltda. de la ciudad de Riobamba

Abstract

The present degree work Communication plan for the Cooperativa de Ahorro y Crédito Minga Ltda., in Riobamba city, aims to improve the positioning of the COAC through the elaboration of a situational analysis that allows to determine the strengths, weaknesses, opportunities and threats of the company. A research work was carried out through the application of a survey for which the Economically Active Population of the city of Riobamba was taken as a sample, this allowed to know the degree of recognition that the Cooperative currently has in relation to its competence,It was also possible to establish what are the services most required by current and potential customers. With these tools it was possible to determine the most relevant shortcomings existing in the company, including the lack of external communication strategies, the lack of internal communication management and the lack of existing competitiveness in the market. . For this purpose, the proposal was made up of internal communication and external communication strategies, managing the currently used media such as social networks and conventional media. It is recommended to apply the Communication Plan of the proposal as it will improve the level of recognition of Cooperativa Minga Ltda.