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Estrategias de comercialización para la microempresa Muebleria Artesanal Pomavilla
(Universidad Católica de Cuenca., 2023-09-07) Calle Muñoz , Lesly Morelia; Ordoñez Gavilanes , Magdalena Emilia; 0302386891
The management of marketing processes in artisan ventures is essential to grow sales, increase satisfaction, build brand loyalty, adjust supply and prices, enabling positioning and competitiveness in the market. For this, the study proposes a strategic marketing model for the Pomavilla artisan furniture store, following a mixed approach methodology, with a descriptive scope, related with a field study in a population that includes three strata: potential market, local owners’ commercials and directors of the company, which survey technique and interview was applied, respectively. Factors such as strategic and operational marketing management, as well as the activities that are carried out within the framework of the commercialization of the product in a total of 410 reporting agents. The results identify deficient business management that affects profitability and puts the investment of the artisanal microenterprise at risk. Based on the findings, strategic actions are considered to improve market positioning and implement concrete actions using the marketing mix and the benefits that it provides to increase demand and strengthen product distribution activities. Keywords: marketing, marketing strategies, cottage industry, furniture.