Analysis of the market orientation of leather goods companies in the municipality of Belén, department of Nariño

Abstract

Introduction: In the municipality of Belén, Nariño, companies in the leather goods sector face serious limitations to position themselves in the market. This situation is due to multiple factors such as limited economic capacity, limited availability of plant and equipment, and lack of innovation. These shortcomings have led to a low level of recognition and positioning of their products. In view of this problem, the need arises to study market orientation as a strategic tool that allows these companies to improve their competitiveness and adapt more effectively to the environment.
Methods: The research is framed within the quantitative paradigm, following Auguste Comte's thinking, which favors empirical, useful, real and verifiable knowledge. A quantitative approach was adopted, which implies the collection of measurable data to test hypotheses and detect behavioral patterns through statistical analysis.
The method employed was empirical, allowing a direct understanding of the leather goods environment through observation and direct experience. This is a descriptive type of research, the objective of which is to point out the relevant characteristics of the population studied.
The population consisted of the 11 leather goods companies registered in the Pasto Chamber of Commerce. Given their small size, a census was applied, using surveys directed to the managers and those responsible for the marketing and finance departments.
The data collection techniques included:
Primary sources: structured surveys of company managers.
Secondary sources: review of graduate works, books, magazines and academic documentation in libraries in the city of Pasto.
Tertiary sources: articles, books and web pages consulted online.
Results: The results show that market orientation is an essential component of the marketing culture of Belén's leather goods companies. Various marketing activities implemented by these organizations were identified, as well as the areas with the greatest weaknesses in the management of market information.
It was also detected that some business units have difficulties in adapting to changes in the environment, which limits their ability to respond strategically. Based on these findings, corrective actions were proposed that should be assumed by the companies to strengthen their competitiveness, both in the internal and external environment.
Conclusions: The leather goods companies in the municipality of Belén do present a customer orientation, focusing their efforts on providing adequate attention to ensure consumer satisfaction. Their corporate objectives are aligned with the implementation of strategies aimed at offering competitive advantages based on the needs of their customers.
These organizations are also proactive in the face of competition, recognizing and reacting quickly to the strategies of other companies that could represent a threat. To this end, it is essential to strengthen innovation and take advantage of emerging market opportunities to maintain and increase their customer base.
Recommendations
In relation to competitor orientation, it is recommended that sales personnel effectively share strategic information about competitors in order to improve decision making.
It is suggested that managers from different areas regularly visit clients, both current and potential, to strengthen the commercial relationship and detect opportunities for improvement and loyalty.