Diseño de estrategias que impulsen la competitividad de las microempresas del sector de comercio, del cantón Piñas, provincia de El Oro, año 2024

Abstract

Abstract: Microenterprises in the Piñas canton, despite being a fundamental part of the economy in the upper part of El Oro, are facing challenges that limit their ability to compete and develop in a globalized market. In this context, this research, entitled "Design of strategies to boost the competitiveness of microenterprises in the commerce sector of the Piñas canton, El Oro province, in 2024," has the general objective of designing strategies to boost the competitiveness of microenterprises in the canton's commerce sector. The methodology used in the research follows a quantitative approach, with a descriptive scope and a non-experimental design. Field data collection was used, using a survey designed by the UTPL observatory. The research was conducted with 42 selected microenterprises. The results mainly reveal competitiveness problems in the area of ​​marketing, which is managed by these companies. The research concludes by proposing different strategies and activities focused on strengthening this area, with the goal of improving the competitiveness of microenterprises in the Piñas canton.