Victor Hugo, QuizhpeChasi Amangandi, Norma IsabelLlumiguano Arevalo, Martha Alexandra2015-07-202015-07-202011http://dspace.ueb.edu.ec/handle/123456789/786This research is a Marketing Plan prepared for the Savings and Credit Cooperative Ltd. Nan Sumak, which aims to increase the number of partners, offering financial products and services tailored to the needs of its partners and customers. During the operating time of slow growth there has been an emerging need to design a plan that contains strategies to increase the number of partners. This is why we have chosen the theme of research called Marketing Plan, to increase membership in the Savings and Credit Cooperative Limited, Sumak Nan, located in Guaranda, Bolivar province, conducted in 2011. The structure of the theoretical framework is based on the different concepts, objectives, importance, types, variables, Marketing, Marketing Research, Target Market, Market Share, Market Segmentation, cooperatives, cooperative types of products and services partners. The marketing plan consists of the Executive Summary, Diagnosis, Strategic Analysis, SWOT. (Strengths,Weaknesses, Opportunities, Threats), SBU (Strategic Business Units), Goals, Strategies, Profit Marketing Plan and Budget Plan Marketing. The Marketing Plan is supported by a market research which was conducted at different Credit Unions in Guaranda on the following: products and services; number of partners; types and amounts of loans; interest rates; services; and benefits. This was done in order to identify core competencies and to discover the market share of the Cooperative accounts. Analyzing the current situation of the Cooperative, we proceeded to design a form of surveys, interviews and observation forms addressed to the public, partners and internal customers. From this, useful and accurate information about the characteristics and conditions of the target market was collected. In conclusion it was determined that the various shortcomings of the business, internal and external customer dissatisfaction, are due to poor management when faced with competition. It is recommended that training courses and marketing strategies are implemented to achieve the goal of increased membership. The Marketing Plan is a guide for the Cooperative that will help facilitate the recruitment of new members making timely and important actions. Among these are a more appropriate selection to reach the target market defined in the plan, and information about costs and the necessary resources to facilitate operations.spaopenAccessPLAN DE MARKETINGINCREMENTO DE SOCIOSbachelorThesis