Análisis de las estrategias implementadas por las PYMES del sector comercio textil de Guayaquil ante la pandemia Covid 19.

Abstract

This research work investigates the strategies used by PYMES in the textile trade sector in the city of Guayaquil in the face of the Covid 19 pandemic. The research is developed within the framework of the deductive methodology, with a non-experimental, cross-sectional design, with a quantitative approach and descriptive scope. The primary source of information used was that collected in the survey applied to PYMES in the textile trade sector in the city of Guayaquil in 78 PYMES taken as the object of study. Among the findings is that PYMES receive little to almost no government aid. Only 28.2% of the PYMES studied, which have been present in the market for between 6 and more than 20 years, have a strategic plan. The strategies implemented by the PYMES focus on specific actions such as reaching agreements and strategic alliances in areas such as product marketing and purchasing and procurement, as well as having a good reputation and positioning of the company in the market, having a presence in social networks and access to new markets. Other strategies used in order to achieve the proposed objectives, in addition to those already mentioned, include having a wide range of products, maintaining a variety of promotions and offers and discounts to customers, and having flexible working policies.