Diseño de estrategias que impulsen la competitividad de las microempresas del sector comercio del cantón Cuenca, provincia del Azuay, año 2024

Abstract

Abstract: The research focuses on the design of strategies to boost the competitiveness of microenterprises in the agricultural products trade sector in the Cuenca canton, province of Azuay. This study highlights the importance of business strategies for the strengthening and sustainability of organizations in the market. A quantitative approach was used, with a descriptive scope and deductive method, using techniques such as bibliographic review and surveys applied to 42 microenterprises to measure the level of competitiveness in dimensions such as: strategic planning, quality assurance, value chain, marketing, accounting and finances, human talent management, environmental management and information systems; The data were processed with the Competitiveness model of the Business Observatory - UTPL. The results show strengths such as perceived quality, but also significant weaknesses: limited strategic planning, marketing as a critical area for improvement, poor environmental management, lack of strengthening of accounting processes and human talent management with lack of strategic plans. These observations support the proposal of strategies to optimize competitiveness, contributing to the strengthening and positioning of microenterprises in the market.