An approach to strategic and marketing management in companies affiliated with the Chamber of Small Industries of Azuay (CAPIA)

Abstract

Introduction: The limited strategic and marketing management of CAPIA-affiliated companies negatively impacts their positioning and sustainability. Despite having high productive and creative potential, many of these organizations lack clear strategies to enhance their competitive advantages. In this context, it is essential to analyze their current management practices to identify strengths, weaknesses, and opportunities for improvement from a strategic and market perspective. Objective: the objective is to provide an overview of the strategic and marketing management of CAPIA-affiliated companies, in order to contribute analytical and practical input that will guide future business, academic, and political decisions in favor of regional economic development. Methodology:  the research was descriptive and exploratory in nature. Field and documentary research were used, utilizing semi-structured interviews and relevant secondary sources. The instrument focused on three key dimensions: Strategic Planning, Strategic Marketing, and Operational Marketing, with the aim of establishing a baseline for the companies' marketing situation. The sample consisted of active CAPIA-affiliated companies in the food, wood, chemicals, and clothing sectors. Results: Azuay's MSMEs have made progress in strategic planning and operational marketing; however, they have weaknesses in positioning, differentiation, and promotion strategies. Conclusion: To improve their sustainability and competitiveness in a dynamic environment, they must strengthen their investment in marketing, especially in digital and non-conventional media, as well as constantly monitor supply, demand, and marketing channels. General Area of Study: Marketing. Specific area of study: Strategic planning, strategic and operational marketing. Type of study: Original