Análisis de la matriz de ansoff en el contexto del desarrollo microempresarial de la ciudad de Loja.
This study analyzed the Ansoff matrix in microenterprise development in Loja city. The purpose was to evaluate its applicability in microenterprises, which face the lack of foundation to make business decisions in which a methodology was used with an exploratory design where you can find all kinds o...
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| Format: | bachelorThesis |
| Language: | spa |
| Published: |
2024
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| Subjects: | |
| Online Access: | https://dspace.unl.edu.ec/jspui/handle/123456789/29066 |
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Add Tag | Summary: | This study analyzed the Ansoff matrix in microenterprise development in Loja city. The purpose was to evaluate its applicability in microenterprises, which face the lack of foundation to make business decisions in which a methodology was used with an exploratory design where you can find all kinds of theoretical conceptualization to understand the variables of study and the subject in general, completed with a descriptive design that through primary information sources, each variable was analyzed in the study population, to support the development of each of the objectives, which helped to generate conclusions from the phenomenon studied; In addition, a probabilistic sampling design by clusters was used, to 367 microenterprises in the city, where sustainable microenterprises were selected with more than 10 products, at least 5 years in the market and under development, located in El Sagrario, Sucre, El Valle, San Sebastián, Punzara and Carigán parishes. The findings indicate that market penetration strategies are the most used by microenterprises in Loja city, followed closely by product development and diversification. However, there is less adoption of expansion strategies into new markets. These results highlight the need for microenterprises to focus on innovation and the identification of growth opportunities to ensure their long-term success in a competitive business environment, as most microenterprises have a life span of 5 to 10 years. In addition, it provides a structured framework for evaluating and selecting the most appropriate strategies that will help microenterprises remain competitive and achieve sustainable growth in dynamic business environments. |
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