“Estrategias de marketing para el crecimiento empresarial en el sector artesanal dentro del cantón Cuenca. Caso: empresa “Licor de la Quinta.”

Abstract

The successful application of the marketing mix through strategies involving quality, price, customer service, and positioning provides an optimal basis for the development and sustainability of small businesses based on competitiveness. In this regard, this study aims to identify the competitive strategies that drive the company’s business growth, "Licor de la Quinta." The methodology was quantitative, descriptive, non-experimental, and correlational. The participants were 390 inhabitants of the city of Cuenca, Ecuador. A questionnaire was used to collect the information, which academic experts validated. In order to obtain the results, multivariable and linear logistic regression was proposed; the analysis revealed that the variables "Trying other flavors" and "Type of liquor" are 67,824 and 2,859 times more important, respectively, when exploring a new liquor brand. Additionally, the analysis of the independent variables Product (X1), Price (X2), Place (X3), and Promotion (X4) that exert a direct influence on the business growth (Y) of the company "Licor de la Quinta" was carried out. It is concluded that the focus on the 4 P's of marketing has a more effective impact on the market, ensuring that all applied strategies contribute optimally to positioning the brand in the minds of consumers.