Resumen

HUERTA CRUZ, Shirley Yadira; GONZALEZ LOVATO, Carlos Fernando; MOSQUERA POZO, Miguel Bryan  y  HERRERA FRANCO, Daner Javier. Strengthening strategies based on the SWOT matrix. Case study of enterprises in the beach area of Salitre canton, Ecuador. Cofin [online]. 2023, vol.17, n.1  Epub 01-Ene-2023. ISSN 2073-6061.

The objective of this article is to design strengthening strategies that will bring economic benefits to the activities carried out by the enterprises in the beach area of the Salitre canton. The research approach adopted is qualitative with a descriptive scope of non-experimental design. For the collection of information, research methods and techniques are used such as: interviews, focus groups and field observation. As a result of the analysis, it is verified that the enterprises in the beach area of the Salitre canton have shortcomings in customer service; low level in publicity; lack of knowledge in the management and management of the financial, operational and organizational area; therefore, the need to formulate strategies that directly or indirectly strengthen the enterprises in the beach area of the canton Salitre canton is identified through a situational diagnosis given by the SWOT matrix.

Palabras clave : small and medium enterprises; strategic thinking; management.

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