Plan de mercadeo para la línea de crédito moto en la entidad Microfinanciera Uni2 Microcrédito

Abstract

This document is focused on implementing a marketing plan to position the "Moto" line of credit in the target market of the microfinance institution UNI2 Microcrédito, taking into account the analysis of the internal and external sector in the microfinance sector and the direct competition of those microfinance institutions that offer products like UNI2 Microcrédito. It also analyzes the evolution of the net portfolio in the last two years, 2020 and 2021, its participation in the sector and the attributes and differentiating characteristics of the lines of credit offered by the microfinance institution. Accordingly, at the end of the document a qualitative and quantitative research is conducted to identify the reasons why clients acquire a line of credit with UNI2 Microcredit and what value promise is being offered from the first contact with the client. The objective is to find the best strategies to implement to achieve the goal of increasing the average annual sales of the "Motorcycle" line of credit by 15% through a differentiating value proposition in the microfinance institution UNI2 Microcredit with a time horizon of 12 months.