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

Abstract

Abstract: The main objective of this research was to design strategies to boost the competitiveness of microenterprises in the commercial sector of the Zaruma canton, in the province of El Oro, Ecuador, by 2024. It was possible to identify the key factors impacting the competitiveness of the canton's microenterprises in key areas such as business management, marketing, finance, environmental management, and digitalization. Strategies were then proposed to improve their performance and market positioning. This study conducted a detailed analysis of the current situation of microenterprises in Zaruma, based on data collection through surveys of local microentrepreneurs. Among the most popular findings, it was observed that a high percentage of these companies are highly digitalized, financially managed, and innovative. Furthermore, there is evidence of uneven adoption of environmental management and marketing practices, indicating significant room for improvement in these areas. However, some microenterprises have managed to implement effective strategies in areas such as the use of social media for promotion and process optimization.