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

Abstract

This work is based on the evaluation of new markets and financial businesses for the CoopNacional Bank in Guayaquil; Through a market analysis was determined a concentration of agencies and clients in the northern sector of the city, therefore it is recommended the location of a new agency considering this important factor. When analyzing the demand by means of surveys, we sought to extract the vision of the clients and the results showed that they have preferences that the institution offers a wide range of products and services, as well as credit cards and checking accounts, on the other hand A majority group expects to implement the online transaction service. The financial aspect shows that the institution is in good health for the implementation of new businesses. The technical analysis exposes that the aspect of information technologies must be considered strictly, giving importance to the security that must give to the clients when using services by Internet. Finally the research shows the existence of a potential demand for the new products and financial services that the institution can provide.