Las estrategias de posicionamiento y su incidencia en la cartera de clientes de la Cooperativa de Ahorro y Crédito Andina Ltda.

Abstract

The preference for a brand or image is the individual perception of each person, this can fix your preference for a product or service that meets your requirements or needs. In this perspective, the positioning of a financial organization as cooperative Andina Ltda. Is the result of the implementation of marketing strategies that lead to the preference of people, the loyalty and makes it difficult to change a similar one. For the development of this research field study is done since it is possible to propose solutions to the problem through obtaining technical and objective information through inquiry to the different actors that interact Cooperative Andina Ltda.; addition, the documentary bibliographic analysis yielded information, compare, broaden, deepen and deduce different approaches, theories, conceptions and approaches of various authors on the subject under investigation was used; which allows to describe the actual financial situation, set the level of positioning and competitiveness of it. In this scenario, it is determined that the positioning and the level of customer base in the Andean CAC presents a weakness because of factors: social, economic and cultural factors that directly affect their liquidity and based on its limited level of financial operation and investment; situation to improve, through, to implement effective strategies for promotion and advertising proposed by the researcher, to increase customer base.