Análisis del nivel de digitalización en los emprendimientos de Ecuador. Caso de estudio de la microempresa LipoStetic de la ciudad de Cuenca en el año 2024

Abstract

Abstract: This paper covers the results of an analysis of the current digitalization of the microenterprise LipoStetic in the city of Cuenca. This analysis was conducted in 2024. After gathering information from surveys and interviews, it was determined that the business has low levels of digitalization and that most of its information is disseminated through social media. Based on this information, specific strategies are proposed to improve operational processes within the establishment, enhance the customer experience, and boost the growth of the LipoStetic business. The goal is to implement strategies that facilitate internal management, increase the visibility and reach of the business through advanced digital marketing strategies, and optimize administration through the use of digital management systems. With all of the above, it is expected that these types of ventures will achieve significant growth that will improve their economic situation and become sources of employment for more Ecuadorians.