Plan estratégico para la microempresa textil "Lowri Co" del cantón Otavalo, provincia de Imbabura, período 2023-2027

Abstract

The objective of this study was to design a Strategic Plan for the textile microenterprise "Lowri Co" of Otavalo Canton in Imbabura province, period 2023-2027, focused on the development of strategies to increase sales and achieve long-term objectives. It was through a methodology with a mixed approach, non-experimental type with inductive - deductive, analytical - synthetic methods, for which it was worked with research techniques such as interview, survey and their respective instruments; the elaboration of the questionnaire had a resolution with internal customers oriented to the information of the organization and the interview considered aspects and knowledge of external factors such as competition. With all this data, it was possible to perform the respective situational analysis where it was sought to know the real environment in which the microenterprise performs establishing the SWOT matrices where the key aspects were defined as: resources, opportunities and threats facing the microenterprise to its normal development, resulting in the strategic structure divided into four key aspects: organizational management, financial structure, commercial structure, and marketing and advertising structure; attached to this set were determined the resources and budget allocated for the implementation of each strategy designed to improve the positioning and growth of the textile company. In conclusion, the design of a strategic plan for the microenterprise Lowri Co. is considered a key factor for development and can be used as a plan or guide to strengthen its marketing lines