Marketing Strategies to Strengthen Local Entrepreneurship and an Artisan Association in Ecuador
DOI:
https://doi.org/10.63803/prisma.v1n1.03Keywords:
marketing strategies, entrepreneurship, artisan association, commercialization, EcuadorAbstract
This study examines the marketing strategies of the “21 de Agosto” Artisan Association in Ecuador, aiming to identify weaknesses affecting their sales and propose improvements. A mixed-method approach was used, combining interviews with association leaders and surveys with economically active clients. Results show limited innovation, low marketing knowledge, and weak distribution channels. Most artisans sell through informal methods without digital presence or branding. The study concludes that implementing product-centered strategies focused on quality, personalization, and market segmentation could increase visibility and sales. It also recommends continuous training, use of digital tools, and partnerships with public institutions to enhance artisan entrepreneurship. This research highlights the importance of marketing for the sustainability of local artisan associations and their contribution to Ecuador’s economic development.
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