Positioning of enterprises in artisans, province of Santa Elena

ABSTRACT

Entrepreneurship, in economy, has become an essential tool to strengthen business ideas, it allows to consolidate business ideas with productivity and competitiveness. Currently, post pandemic-Covid 19- stage, the economy is strengthening and reactivating, as well as new initiatives as family economic investment alternatives. The objective of this research was to analyze the existing weaknesses in the positioning of enterprises in the handicraft market of the association "Formando Hombres y Mujeres Artesanas" of the canton La Libertad. The qualitative and quantitative methodology was applied for this research, the techniques used for data collection were a survey and direct observation. The results were analyzed through a reliability calculation that was made in relation to Cronbach's Alpha coefficient, reflecting 0.7538322, which places it in a high magnitude range. Therefore, this affirms the reliability of the instrument used to identify the incidence of strategies and tools for brand management. The results showed the shortcomings when offering the products of the artisan women to tourists, due to lack of knowledge of brand management in the artisan market.