Estrategias de diferenciación en el proceso de producción para el sector productivo del calzado en la provincia de Tungurahua

Abstract

Footwear production in the province of Tungurahua is highly appreciated at the national level, which is why most of the footwear companies among large, medium and small are located in the province, companies in the province have diversified their production is dedicated to the manufacture of booties, boot with dialysis tip for the industrial sector and boots for cadets and motorized of the national police, sports, formal and casual footwear for ladies, gentlemen and children, it is so the companies to be in a competitive sector, looking strategies that allow you to differentiate yourself from your competitors. For this reason, the present investigation is focused on the collection of information on the footwear sector of the province of Tungurahua, to establish differentiation strategies that allow the company to gain an advantage over its competitors. The data that was obtained when applying the field research, through surveys aimed at companies in the footwear sector of the province of Tungurahua, 83% of sample surveyed indicate that it is very important to use strategies applied to the processes of production and design at the time of the manufacture of footwear, in addition to the importance of the footwear sector in the province. This is how the proposal to identify and design differentiation strategies oriented to the production process of the company was born, with the purpose of improving and innovating the designs that the company currently produces, achieving the companies of the sector to create a competitive advantage before companies that are in the same line.