The following work has a clear need to fulfil. Firms, nowadays have a clear understanding of their environment and the need of developing, creating and applying new concepts, tools or methodologies in order to predict and forecast potential risks in the market. The goal is to ensure good practices and procedures to improve performance for a good financial health, but most of all, seek sustainability, and competitiveness in chaotic and unstable markets.Once again, the goal is well stablished, how firms can improve relationships with consumers and communities, in order to identify risk factors that may impact the financial health of organizations. Furthermore, It´s wise to study the financial health of emerging markets firms, and the consequences of implementing different kinds of community strategies. The idea is to stablish new methodologies to minimize and manage risk and improve performance in organizations. Moreover, in order to reach the goal, creating financial and marketing solid background information was necessary. Giving a look into databases, books, and journal articles was crucial. Seeking examples, methodologies, case studies and existing models in other type of projects related to: financial ratios, corporate financial assessment, financial statements analysis, financial health diagnosis, relationship marketing strategies and community approach were necessary. On top of that, looking firms in emerging markets such as Colombia and Brazil were the main locations where specific factors and characteristics were found to developed this project. The idea is to pick one important firm, and apply several types of financial and marketing studies, in order to find how different marketing strategies, especially those aiming the community, can impact it´s financial health. Furthermore, it is very important to identify risk factors in order to minimize negative impacts, or take advantage of those that will benefit the company. It might be possible to come up with tools and ideas to improve specific procedures or processes within the firm; this will be very helpful for the top management, which can based their new strategies and improve their competitive advantages. The project aims to came up with a new approach, new idea, new knowledge that can increase the probability of success in a company´s performance and sustainability in emerging markets. The best Company, suitable for the goals established for this project, was the Brazilian bank, Itau Unibanco Holding S.A. This really shows the best environment and business strategy to come up with very good results. The bank has a very strong presence in the region, becoming outstanding in most of the markets where it operates, and their internationalization strategy is well kept and strong. It is known as the biggest private bank in Brazil, the forth in Chile and number fifth in Colombia. It has been awarded with several recognitions, making it clear that it has good ways and good management, especially in topics related to sustainability, corporate governance, transparency and an ecofriendly company. The Project, ends in a good way, demonstrating that community strategies can impact on firm´s reputation, image, and on its financial stability. The information shown in this document supports all the performance of 2013, applying different kind of studies, indicators, financial ratios and analysis which at the end confirms a very strong position in the market and a very good financial health. In addition, different types of strategies were shown aiming society, the environment and of course, the communities which are part of the business. Some examples, are shown in the Brazilian and Chilean market, proving that those activities are used as strategies to integrate even more with the community, improve their relationship and reputation with consumers, collect and gather data, identify different kinds of needs in the market, and use all that information to create new solutions and products for the consumers. All those actions prove that this kind of strategies can improve the financial performance of almost any firm.
