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Generar propuesta de sistema de información de marketing (SIM) para el manejo interno de estrategias comerciales en la agencia Kennedy de la Cooperativa Financiera CONFIAR.
Aldana-Bautista, Angélica; Díaz-Díaz, Miguel Ángel
This document reports on the process of design, development and systematization of the implementation experience of the Marketing Information System (MIS) for the internal management of commercial strategies in the Kennedy agency of Cooperativa Financiera CONFIAR in the city of Bogota. During 10 years of work relationship with this financial entity, a constant has been the impossibility of having a detailed database provided by the marketing area, on a monthly basis, that allows to generate a work plan in which the strengths and weaknesses of the portfolios that this entity offers to the market can be identified. The commercial area does not have tools to obtain, classify and analyze information that would make it possible to know how clients reach the company; what their perceptions are of the financial products offered by the entity or that would show the relationship of savers and beneficiaries with the entity. It is considered fundamental, then, to establish an information system that will allow the cooperative to be more competitive in the market, identifying which product has the lowest or highest rotation, thus making it possible to carry out strategies that encourage greater product consumption and segmenting the market niche to be applied.