Evaluación de nuevos mercados y productos financieros para el Banco CoopNacional en la ciudad de Guayaquil

Abstract

Abstract: This paper presents a study for the evaluation of new markets and financial affairs for the CoopNacional Bank in the city of Guayaquil. The market analysis found there is a concentration of agencies and customers in the northern part of the city so the location of a new agency must consider this factor. By analyzing the demand, through surveys we try to have a vision of the customer profile in the results obtained are evidence that customers have preferred that the institution offers a wider range of products such as credit card and checking account. Moreover there is a majority group of customers of the institution that would like the online transaction service is implemented. The financial analysis shows that the institution is in good health to consider the implementation of new products and services. Technical analysis states that should be considered strictly aspect of information technology due to the security financial institution must provide to their customers when using online services. Research shows that there is a potential demand for new financial products and services that the institution can provide.