Estudio de estrategias del mercado para mejora de competitividad de los centros de estética facial del cantón Milagro, 2025.

Abstract

This research addresses the problematic reality that facial aesthetics centers face due to the high rivalry between competitors in this service sector. For this reason, the general objective was to propose market strategies to improve competitiveness in facial aesthetics centers in the Milagro canton, in 2025. The methodology applied was qualitative and quantitative or mixed, descriptive, non-experimental, field, with the use of the survey applied to 383 users of the facial aesthetics service and the interview formulated to 3 owners of these economic establishments. The results obtained showed that 56% of users perceived the design of these businesses as attractive, however, 68% of these entities do not have electronic security devices, in addition, the owners of these companies have not invested in growth and competitiveness strategies, because innovative products were not observed (52%), attention was delayed (56%), 69% of customers do not remember the brand of these businesses, because they have not heard advertising about them. In conclusion, a proposal was designed with competitiveness and growth strategies for these facial aesthetics centers, based on advertising dissemination on social networks, affiliation by card so that customers can benefit from promotions in the facial beauty service, implementation of electronic security cameras and an automated system for customer service, by ticket, seeking to reduce waiting time for the benefit of increasing user satisfaction.