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Estrategias de Producción y Comercialización de Productos Textiles en la MiPymes de la Ciudad de Gualaceo.
(Universidad Católica de Cuenca., 2021) Salinas Peñaranda, Luis Fabricio; López Castillo, John Edwin; 0104968474
This research work is aimed at proposing a series of strategies to improve the marketing processes in the MSME "Cortiandi", located in Gualaceo. For this, an exhaustive analysis of the current situation of the company will be performed, as well as a general market study and a financial analysis oriented to cement the proposals that are delivered at the end of the document, taking into account the national situation and the latest economic changes generated as a result of the arrival of the COVID-19 disease. To conduct the aforementioned, the background of the research will be analyzed, as well as the generalities of the business model will be studied, so it is necessary to conduct a market, financial and strategic study. These will allow us to detect the optimization and improvement opportunities for the company through each of the strategies to be proposed through the 5 Potter forces, which will benefit the company in the short and medium-term.