Diseño de una estrategia de marketing para el fortalecimiento de las MIPYMES de calzado de Cúcuta
No hay miniatura disponible
Fecha
2025
Autores
Hernández Vera, Reynaldo Andrey
Título de la revista
ISSN de la revista
Título del volumen
Editor
Ediciones Universidad Simón Bolívar
Facultad de Administración y Negocios
Facultad de Administración y Negocios
Resumen
En la presente indagación se da a conocer el diseño de una estrategia de marketing para el fortalecimiento de las MiPymes de calzado de Cúcuta, basado en la teoría de marketing relacional,
exponiendo la habilidad y enfoque para la construcción de estrategias que permitan conservar las relaciones sólidas con el cliente por largo plazo. Para ello, se tuvo como objetivo principal
“Diseñar una EM para el fortalecimiento de las MiPymes de calzado de Cúcuta”. Para alcanzar dicho objetivo el estudio adopta un método de paradigma interpretativo-cualitativo, utilizado un
diseño de revisión documental. Los resultados confirman la existencia del desenvolvimiento en el mercado de las MiPymes de calzado en Cúcuta en el sector de manufacturación, demostrar una
variación de casi un 2% en su producción real, las ventas reales experimentaron un incremento del 1,1% y la Cámara de Comercio cucuteña se encuentra liderada por el área comercial con un 43%
de participación, seguido por las manufacturas con un 15% de todas las empresas. Asimismo, se identificó que las EM que emplean las MiPymes de calzado apunta a las RS como mejor opción
para robustecer la organización de las compañías por medio de la capacitación del personal y el fomento de una cultura de innovación. Finalmente, se concluye que, se logró efectuar una
propuesta un recurso de marketing para que las MiPymes de calzado de Cúcuta se fortalezcan; por lo que, se sugiere las RS son un elemento significativo que, contribuye a satisfacer la solicitud de
los consumidores
This study presents the design of a marketing strategy to strengthen footwear SMEs in Cúcuta, based on relationship marketing theory. It demonstrates the skill and approach to building strategies that maintain strong, long-term customer relationships. The main objective was to “design a marketing strategy to strengthen footwear SMEs in Cúcuta”. To achieve this objective, the study adopts a qualitative-interpretative paradigm, utilizing a documentary review design. The results confirm the existence of development in the market for footwear SMEs in Cúcuta in the manufacturing sector, demonstrating a variation of almost 2% in their actual production. Real sales experienced an increase of 1.1%, and the Cúcuta Chamber of Commerce is led by the commercial area with a 43% share, followed by manufacturing with 15% of all companies. Likewise, it was identified that the marketing strategies used by footwear SMEs point to social media as the best option to strengthen the companies' organization through staff training and fostering a culture of innovation. Finally, it is concluded that a marketing resource was proposed to strengthen footwear SMEs in Cúcuta; therefore, it is suggested that social media is a significant element that contributes to meeting consumer demands
This study presents the design of a marketing strategy to strengthen footwear SMEs in Cúcuta, based on relationship marketing theory. It demonstrates the skill and approach to building strategies that maintain strong, long-term customer relationships. The main objective was to “design a marketing strategy to strengthen footwear SMEs in Cúcuta”. To achieve this objective, the study adopts a qualitative-interpretative paradigm, utilizing a documentary review design. The results confirm the existence of development in the market for footwear SMEs in Cúcuta in the manufacturing sector, demonstrating a variation of almost 2% in their actual production. Real sales experienced an increase of 1.1%, and the Cúcuta Chamber of Commerce is led by the commercial area with a 43% share, followed by manufacturing with 15% of all companies. Likewise, it was identified that the marketing strategies used by footwear SMEs point to social media as the best option to strengthen the companies' organization through staff training and fostering a culture of innovation. Finally, it is concluded that a marketing resource was proposed to strengthen footwear SMEs in Cúcuta; therefore, it is suggested that social media is a significant element that contributes to meeting consumer demands
Descripción
Palabras clave
Calzado, Comercio, Estrategia, Marketing, Manufactura
