Determination of the strategic competitive advantage of the footwear industry in Plaza Azul, San Mateo Atenco, State of Mexico

The manufacture of footwear in the State of Mexico is an activity of the utmost importance, since it represents an important source of income for the community of San Mateo Atenco; in the last ten years just over 40% of family workshops have closed. Plaza Azul has also been affected with a considerable decrease in sales volume, a situation that is considered critical today. The purpose of this research is to determine the strategic competitive level of the footwear producers of the Plaza Azul and from this, to design strategies that allow them to increase their competitiveness. The present study is of a descriptive transectional type. To determine strategic competitiveness, 18 variables are evaluated. Based on the results obtained, which show that the highest optimization factor is the strength of the commercial network and the highest risk factor is the dependence on customers, proposed strategies are presented to expand their market niche to neglected sectors as well as strategies that allow them to have access to various sources of financing, to gain access to the necessary capital to expand their operations and achieve the desired competitiveness.