Análisis y optimización estratégica de los eventos para posicionar la identidad de la Cooperativa de Ahorro y Crédito Jardín Azuayo en la provincia del Azuay

Abstract

The objective of this thesis is to analyze and optimize events to strengthen the identity of Cooperativa de Ahorro y Crédito Jardín Azuayo in the province of Azu ay. Through documentary, bibliographic, and field research, a diagnosis was conducted on the events held in 2023, revealing the lack of a comprehensive performance evaluation. Based on this, criteria for measuring effectiveness and profitability were established, identifying low-performing events. As part of the optimization process, a methodology for event selection and elimination was designed and implemented. Additionally, an event proposal tailored to the characteristics and specificities of each locality was developed, aiming to increase the likelihood of success and strengthen the connection with the community and its members. Moreover, the creation of a competency-based job profile focused on event management was proposed and designed, recognizing that this activity requires significant time, resources, and effort. Finally, through the analyses conducted, 80% of the investment in events was optimized, resulting in a 10% increase in impact and a 5% improvement in the positioning of the Cooperative’s identity.