Plan estrategio de marketing para captar clientes pymes para agencia bancaria de la Vía a la Costa
Fecha
2016
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
Esta propuesta tiene como objeto diseñar un plan estratégico de marketing que permita a una agencia bancaria recientemente abierta en el segundo semestre del año 2015, incrementar clientes PYMES, ubicados en la vía a la costa de la ciudad de Guayaquil. Se realizó encuestas a noventa y seis empresas del sector vía a la costa, mediante estas se evidencio que las empresas PYMES requieren de asistencia técnica y empresarial, ya que las instituciones financieras en el momento de evaluar el riesgo estas no cuentan con las condiciones para colocar recursos. Las pequeñas y medianas empresas del país requieren de fondos, para expandir sus actividades productivas, dentro de la matriz productiva que impulsa nuestro gobierno nacional. Los clientes PYMES se vuelven más exigentes con su banco principal buscan en ellos un buen servicio y que satisfagan sus necesidades financieras. Se realizó un análisis FODA para obtener diagnóstico de la situación actual de la agencia bancaria. Se recomienda desarrollar producto que sea competitivo para las empresas PYMES para financiar capital de trabajo y activos fijo. En cuanto a la comunicación es importante fortalecer la presencia de la agencia bancaria recientemente abierta mediante publicad en revistas y periódicos del sector, valla en lugar de alta rotación y a través de correos electrónicos a personas naturales y jurídicas.
This proposal aims to develop a strategic marketing plan that will allow a banking agency recently opened in the second half of 2015, increasing SMEs (small and medium businesses) customers, located on the road to the coast of the city of Guayaquil. Ninety six companies survey was conducted ubicated through on the road, these was evident that SMEs require technical and business assistance, as financial institutions when assessing the risk they do not have the conditions to place resources. Small and medium businesses require funds to expand its production activities within the productive matrix that drives our national government. The SMEs customers become more demanding with their main bank seeking in them a good service and to meet their financial needs. A SWOT (Strengths, Weaknesses, Opportunities y Threats) analysis was performed for diagnosis of the current situation of the banking agency. It is recommended to develop product that is competitive for SMEs companies to finance working capital and fixed assets. As communication is important to strengthen the presence of the newly opened banking agency through magazines and newspapers publish the free sector, fence instead of high turnover and through emails to natural and legal persons.
This proposal aims to develop a strategic marketing plan that will allow a banking agency recently opened in the second half of 2015, increasing SMEs (small and medium businesses) customers, located on the road to the coast of the city of Guayaquil. Ninety six companies survey was conducted ubicated through on the road, these was evident that SMEs require technical and business assistance, as financial institutions when assessing the risk they do not have the conditions to place resources. Small and medium businesses require funds to expand its production activities within the productive matrix that drives our national government. The SMEs customers become more demanding with their main bank seeking in them a good service and to meet their financial needs. A SWOT (Strengths, Weaknesses, Opportunities y Threats) analysis was performed for diagnosis of the current situation of the banking agency. It is recommended to develop product that is competitive for SMEs companies to finance working capital and fixed assets. As communication is important to strengthen the presence of the newly opened banking agency through magazines and newspapers publish the free sector, fence instead of high turnover and through emails to natural and legal persons.
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ESTRATEGIAS, MARKETING, CAPTACIONES, SERVICIOS FINANCIEROS