Abstract
Mexico has distinguished itself as a country of enormous cultural wealth, it is important to contribute to the growth and consolidation of the aspects that identify us, one of them is the production and marketing of handicrafts, which are also representative of the regions of our country. , the objective of this research work is to carry out a situational analysis of the artisans of San Antonio la Isla, State of Mexico and by determining the strategic balance to identify the areas of opportunity and risk. The methodology used is non-experimental research of a descriptive transactional type since it seeks to investigate the technological competence of the artisans through the application of surveys, which is obtained as a result of the evaluation of the variables mentioned below: Differentiated and exclusive products, Value-added process, Mastery of technology, Capacity for Innovation, Strategic assets difficult to imitate, Productive flexibility, Quality System. Derived from the situational analysis, the FODA matrix was carried out where risk and opportunity factors are identified and strategies are proposed to increase the competitiveness of the artisanal sector.
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