Estrategias de posicionamiento para la organización de artesanos Mushuk Pacary de la ciudad de Cañar

Abstract

Enterprises desire Marketplace positioning; however, several actions and strategies to enhancing products and pursue consumers’ preferences are required. This study aims at designing marketplace positioning strategies for the Mushuk Pacary Handicrafts Association in Cañar–Ecuador. Descriptive research whit a mixed approach was carried out, using a cross-sectional field design, data collection was carried out in a stratified population of two reporting agents: 1) association members; 2) its target market population where a census and a probabilistic sampling were carried out respectively. Then results showed that members’ training is required in administrative management, marketing, and sales; so it has generated a decision-making failure. It has helped the enterprise expand its market, take advantage of its competitors’ weaknesses, improve its internal processes, and produce higher incomes, helping it achieve recognition. In conclusion, although the target market shows considerable acceptance for the organization’s products, valuing attributes like quality, it is necessary to redirect the marketing strategy to achieve the desired positioning. Keywords: organization, positioning, marketing strategies, female entrepreneurship.