Análisis de las estrategias de producto que han desarrollado las pequeñas empresas manufactureras textiles en el área urbana de la ciudad de Cuenca durante el período 2011-2012

Abstract

This research has the objective to “Analyze product strategies that had been developed by small textile manufacturing companies in the urban area of the city of Cuenca, during the period of 2011 - 2012”. The purpose of this thesis came up because I want to know the degree of implementation of these strategies and the effect caused on the company revenue. The applied method study was the exploratory qualitative technique based on: focus group and expert’s interviews, obtaining relevant information which was used for the descriptive quantitative method through a survey applied to 54 companies. With the information obtained, I performed descriptive statistical and correspondence analysis, which let me know the association degree between the study variables. The results indicated that all managers know about product strategies, but the average use of all strategies is 52%. The most used strategies are: cost reduction and product improvement; the implementation of these strategies allowed the 63% of this population to have a revenue increase over 3%, because for its control and supervision form. These companies are looking to be competitive through selling improved products at lower prices, in less time, trying to satisfy customer requirements in order to have immediate revenue increases. Working this way, limits their investment in innovation.