Publicación:

Propuesta para el posicionamiento de la cooperativa multiactiva de la educación nacional Coopemen en la ciudad de Bogotá

Resumen

Cooperativa Multiactiva was created in July 1968 by a group of cooperative enthusiasts, who envisioned associating within an entity that was initially framed in the principles that underpin the solidarity sector. At present, after the years that have preceded it, it has worked based on these principles and has developed its social object correctly giving benefits and services to the community of teachers, civil servants, pensioners and their families, wishing to project in time as a response to the needs that the market requires. The present practice within the Cooperative Multiactiva National Education Coopemen exposes the needs to formulate specific and correctly commercial strategies for the projection of the entity and which may also be required by cooperatives and companies in the solidarity sector to increase the current competitiveness compared to traditional real economy companies. In its 47 years of operation, the cooperative has not yet found an established system of reference and position within the market even though it has a track record as an organization and sufficient knowledge of its competitors; This has not yet been able to establish a commercial strategy that allows having a differentiating value which can be sufficiently recognized by the potential partners. With the aim of showing companies in the solidarity sector as a driving force of the economy, alternate, efficient and with a projection of social inclusion, this is why it is required for a correct correspondence to the needs of the market, the formulation of commercial strategies that allow identify and raise the problem with the aim of achieving a better presence in the market of credit cooperatives under cooperative parameters and values that have maintained it for almost half a century. According to a continuous change and an improvement in the projection, it is useful to know how the strategic plans define the policies and strategies that establish the elements to follow for the application of specific objectives that are based on the proposed goals set for the achievement of new associates under the parameters inherent to the cooperative values that have given an adequate and faithful guideline to the operation of Coopemen but that given the radical changes and the arduous competition this must be put in tune for the projection in the time of the operation of this cooperative . The design of commercial strategies seeks to obtain an effective competitive advantage, ensuring the viability of a commercial project and the search for answers to the internal needs of the cooperative evidenced from the point of view of the little recognition that currently has and the need of management to increase the number of associates. Even so, the formulation of marketing strategies can be applied to different entities of the solidary sector that find difficulties in their commercial area and require to expand their services and benefits to new and more demanding associates. Within the processes that are required to create added value and establish solid relationships, marketing emerges as a need of the company to make changes in the processes, perspective and projection required of the organization to face the changes and the management of the managers and collaborators of the step of the strategy to the correct management of the proposed objectives.       With this practice, it is estimated that as a primary result, the design of commercial strategies will meet the expectations that management requires and will effectively help the positioning of Coopeiva Multiactiva de la Educación Nacional Coopemen, consolidating a new process in the strengthening and commercial growth of the services provided in order to ensure that the cooperative is correctly recognized by the teachers of the different educational entities in Bogotá.