Estrategias comerciales para mejorar la situación financiera de los microempresarios productores de alfombras del cantón Guano, provincia de Chimborazo, periodo 2017-2019.

Abstract

The Aim of this research was to design commercial strategies to improve the financial situation of the micro-entrepreneurs who produce carpets in Canton of Guano for which a diagnosis of the financial situation of the micro-enterprises was done, the appropriate strategies were identified using Porter's generic strategies and commercial strategies were proposed to improve the financial situation. In order to develop the research, only the micro-entrepreneur’s carpets producers in the Canton of Guano were selected, since they are directly responsible for managing the financial situation of the micro-enterprises and, using the SWOT matrix and the strategic SWOT, with it; the commercial strategies were identified. As a result, it was found that the micro-enterprises producing carpets have had financial difficulties caused by low sales, in turn revealing the decline in profits, so it is clear that sales must grow to cover the production costs. By the antecedents it is concluded that, the commercial strategies proposed to improve the financial situation of the micro-entrepreneur’s carpet producers of canton of Guano will optimize the levels of sale, increasing the economic income and strengthening the finances for the producers.