Competitiveness of the producers of the toquilla straw hat of the Sígsig canton, Azuay province

Abstract

The objective of the research was to diagnose the competitiveness of the producers of the toquilla straw hat from the Sígsig canton, Azuay province. Descriptive type with non-experimental field design, constituting the population sample in 56 people surveyed. The strategic diagnosis was completed in a working group with the participation of six executives from the associations that produce toquilla straw hats. In this way it was possible to establish the relevant weaknesses, threats, strengths and opportunities for the organizations studied. Likewise, it was possible to define the strategic lines as a framework for action to follow. In this sense, the emphasis was on the implementation of a market-oriented approach for the production of toquilla straw hats.

Keywords

• competencia económica
• estructura del mercado
• pequeña empresa
• artesano. (palabras tomadas del tesauro unesco).