Business growth strategies for positioning: a microenterprise case study in Ecuador

Abstract

This article analyzed the business growth strategies for the positioning of a small company located in the parish of Calderón, Ecuador, where the main problem is the abundant competition and economic concentration since there is a large number of businesses engaged in the same economic activity. Due to the limited implementation of business growth strategies, which are implemented empirically and without sufficient preparation by the firms, this article aims to understand how business growth strategies affect the positioning of the selected firm, i.e. the Comercial la “J”, located in the Ecuadorian parish of Calderon. For this purpose, it was considered to use the types of field research, bibliographic and descriptive, with a mixed approach; applying research methods: inductive, deductive, analytical and statistical; and data collection techniques through interviews and surveys. With the development of the fieldwork where it was possible to identify the business growth strategies used by the small firm and using the corresponding research techniques, it is recommended to compare the strategies with those adopted by direct competitors and similar businesses, in order to identify good practices and opportunities for improvement. Regarding the results, it could be noted that the small firm analyzed is the second best-positioned store in the market, while it has a 53% probability of recommendation by its customers, which can help it to be a leader in the market.