El impacto del marketing y su posicionamiento en las microempresas del sector este en el cantón Machala.

Abstract

The impact of marketing and its positioning are crucial to the development and success of microenterprises in the eastern sector of the canton. Marketing plays a key role in creating awareness of the products or services offered, building relationships with customers, and differentiating microenterprises from the competition. In the context of microenterprises in the East Canton sector, effective marketing can contribute significantly to economic growth and sustainability. Well-designed marketing strategies can increase the visibility of microenterprises, attracting new customers and building the loyalty of existing ones. This translates into increased sales and, therefore, a strengthening of the financial position of these enterprises. The positioning of a microenterprise in the market is also essential. Achieving a clear and differentiated positioning helps to make your products or services stand out from the competition, allowing consumers to easily identify and remember the brand. This translates into increased customer preference, which can be a determining factor for long-term success. In addition, digital marketing plays an increasingly important role in promoting microenterprises in the modern era. Online presence through social media, websites and other digital platforms offers opportunities to reach a wider and more diverse audience.