Marketing strategies for artisanal associative ventures in the province of Cañar – Ecuador ; Estrategias de comercialización para emprendimientos asociativos artesanales en la provincia de Cañar – Ecuador

Managing the marketing processes in artisanal associative ventures is an arduous and crucial task, as it represents a key factor for their positioning. From this perspective, the study contemplates the objective of designing a strategic model for the management of the marketing processes of cereal bars in the market of the Cañar-Ecuador province; for this purpose, a mixed approach methodology was used, with a descriptive scope and a cross-sectional field design; Considering three population strata: association members, owners of commercial premises and target market, with a sample of 430 reporting agents, aspects related to the management of marketing processes from strategic and operational marketing were analyzed. The results show that a successful artisan business needs strategic marketing, which includes understanding the market, identifying niches, satisfying consumer needs, building brands, and selecting appropriate distribution. Developing a strategic model for business management can drive positioning, growth, profitability and build meaningful long-term relationships with customers, focusing on pricing strategies, social media communication, broad distribution, personalized customer service, and a strategy oriented to customer needs, cyclical operation that drives innovation and increases sales. ; Gestionar los procesos de comercialización en emprendimientos asociativos artesanales es una tarea ardua y crucial, pues representa un factor clave para su posicionamiento. Desde esta perspectiva el estudio contempla el objetivo de diseñar un modelo estratégico para la gestión de los procesos de comercialización de barras de cereales en el mercado de la provincia de Cañar-Ecuador; para ello se utilizó una metodología de enfoque mixto, con un alcance descriptivo y un diseño de campo de corte transversal; considerando tres estratos de población: socios de la asociación, propietarios de locales comerciales y mercado meta, con una muestra de 430 agentes informantes, se analizaron aspectos relacionados con la ...