Diseño de estrategias que impulsen la competitividad de las microempresas del sector Comercio del cantón Santiago de Méndez, provincia de Morona Santiago, 2024

Abstract

Abstract: The project focused on analyzing the competitiveness of the microenterprise sector in the canton of Santiago de Méndez, province of Morona Santiago. A methodology was used that included surveys and interviews with microentrepreneurs to evaluate their performance in key areas such as strategic planning, quality assurance, value chain, marketing, accounting and finance, human talent management, environmental management, and information systems. The results showed that most microenterprises were at a medium level of competitiveness, with only 3% achieving very high levels in the areas evaluated. Marketing was observed to have a higher percentage, with 8% at a high level, but 93% were at a medium level. Lack of adequate training was identified as a limiting factor for the development of competencies in critical areas. Based on these findings, various strategies are proposed to improve the sector's competitiveness. These include implementing ongoing training programs, fostering collaboration among microenterprises, adopting digital technologies, and promoting sustainable practices.