Propuesta para el diseño de un área de marketing estándar en emprendimientos escalables en la ciudad de Ambato.

Abstract

This research aims to propose the design of a standard marketing area for scalable entrepreneurial ventures in the city of Ambato, through the analysis of their commercial processes and the identification of strategic needs, considering the importance of strengthening the strategic and competitive management of this type of business. In the current context, scalable ventures have become key actors in local economic development; however, many of them show weaknesses in the planning, execution, and control of their marketing activities, which limits their capacity for sustained growth and market positioning. The study is based on a theoretical framework that addresses strategic marketing, process standardization, and customer-oriented management, drawing on recent academic contributions and business best practices. Methodologically, the research adopts a mixed-methods approach with a descriptive and propositional scope. Data collection techniques such as interviews and surveys were applied to entrepreneurs in the city of Ambato, with the purpose of diagnosing the current state of marketing management in their businesses and identifying the main needs and existing gaps. As a result of the analysis, it is evident that most scalable ventures lack a formally structured marketing area, operating through isolated actions, limited strategic planning, and minimal use of performance indicators. In response to this situation, the proposal presents a standard marketing area model that integrates functions, processes, profiles, tools, and metrics, adapted to the reality of local ventures and oriented toward facilitating scalability. The model includes key components such as market analysis, customer segmentation, brand management, digital communication, customer relationship management, and performance control. The implementation of this proposal will allow ventures to improve resource efficiency, strengthen their competitive positioning, and consolidate replicable processes that support sustainable growth. Finally, this research provides a practical instrument that can serve as a guide for entrepreneurs and business managers, as well as an academic reference for future studies related to the professionalization of marketing in scalable ventures within the local context.