Propuesta para la Comercializacion de Productos Artesanales del Municipio de Sesquile

Abstract

The need to promote the marketing of Sesquilé's handcrafted products lies in its potential to improve the quality of life for artisans and strengthen the local economy. The municipality faces the challenge of making its production visible in a competitive global market, which is why the project aims to increase sales, preserve cultural traditions, and position the region as a tourist and cultural reference. The creation of a collective brand and the use of digital platforms are key steps to integrate artisans into the national and international markets, generating a positive impact on their economic and social well-being. This comprehensive project addresses both the visibility of the products and the sustainability of the artisanal sector. The collective brand will help identify and add value to the products based on their authenticity, enhancing their appeal in national and international markets. The development of a digital platform will allow artisans to sell directly to global consumers, eliminating intermediaries and expanding their commercial reach. Furthermore, market studies and tourism promotion will ensure economic growth and the preservation of Sesquilé’s cultural identity, turning it into an attractive and prosperous destination. The theoretical framework focuses on how marketing can drive business development, highlighting strategies such as differentiation, cultural promotion, sustainability, and the use of digital tools. The importance of ethical practices and local development aligned with sustainability and social responsibility objectives is emphasized. The methodological framework is qualitative and exploratory-descriptive, using a case study with artisans from Sesquilé, tools such as interviews, observation, and focus groups, along with content analysis to understand the dynamics of marketing.