Propuesta de Comercialización de Sombreros de Paja Toquilla de la Cooperativa Artesanal Unión Cañari de la Provincia del Cañar

Abstract

Abstract: This work proposes an innovative marketing proposal for hats. toquilla straw from the Unión Cañari Artisan Cooperative, focused on a young and young audience adult from 20 to 39 years old. The project makes visible the current challenges of the artisan sector, such as the devaluation of the hat and the dependence on intermediaries and exporters, through the generation of the Associated Stores model that combines the physical and virtual channel. This The proposal integrates accessible technological components, such as an E-commerce platform and digital marketing strategies, to improve the visibility of the company's brand. cooperative. The financial analysis demonstrates the viability of the project, with a positive NPV and an IRR of 32%. In addition, a sustainability strategy is developed that covers aspects social, environmental and economic, strengthening the resilience of the artisan community of the Cooperative. This comprehensive approach seeks not only to increase sales, but also preserve and promote the cultural value of this craft, such as the toquilla straw hat, positioning it as a contemporary, vitage and sustainable fashion element.