Marketing Strategies for the Growth of Furniture Microenterprises
Estrategias de Marketing para el Crecimiento de Microempresas de Muebles
DOI:
https://doi.org/10.29394/Scientific.issn.2542-2987.2024.9.32.17.361-381Keywords:
marketing, marketing strategies, microenterprises, furniture industry, business competitivenessAbstract
This article analyzes the marketing strategies applicable to microenterprises in the furniture production sector in the city of Cuenca, Ecuador. A qualitative, exploratory approach and a documentary and descriptive methodology are used. Information is gathered through Mystery Shopping, premises observation, and interviews with microenterprise owners. The analysis of the results allows diagnosing the implementation of marketing strategies and their economic impact. Challenges identified include lack of investment in marketing, poor sales techniques and management, product unfamiliarity, and needed improvements in soft skills, internal marketing, customer service, and experience generation. Strategies proposed include brand identity development, online presence, sales training, use of CRM (Customer Relationship Management), market research, value proposition definition, soft skills development, implementation of internal marketing, exceptional customer service, and positive experience generation. The conclusions highlight the importance of adopting these strategies to improve positioning, sales, and economic growth of furniture microenterprises in Cuenca.
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