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Propuesta de marketing estratégico para el sector textil artesanal del cantón Gualaceo
(Universidad Católica de Cuenca, 2024) Calle Maldonado , Jhoana Abigail; Rosales Namicela , Monica Brigith; 0107596736
Handcrafted products have unique characteristics that set them apart from other mass-produced items; a well-designed marketing strategy highlights their authenticity, craftsmanship, and cultural heritage. This research aims to design a strategic marketing plan for the artisanal textile sector of the Gualaceo canton, focusing on macanas, footwear, and clothing. The methodology included interviews with producers and surveys of consumers to gain a comprehensive view of the market. The results allowed for a SWOT analysis, examining both the internal and external environment. For macanas, a pricing and advertising strategy based on costs is proposed. A product differentiation plan for footwear is suggested, emphasizing unique features to attract a specific niche of consumers. Finally, it is recommended that marketing channels for clothing be increased, seeking internationalization of these products. It is concluded that these strategies will significantly benefit the artisanal market of the Gualaceo canton, enhancing its visibility and competitiveness in the Ecuadorian market.