Fortalecimiento del emprendimiento local, a través del análisis de posicionamiento de mercado en servicios de estética y belleza de la marca Charlotte Beauty Salón, en la ciudad de Quito, parroquia Tumbaco.

Abstract

The study focuses on the analysis of the market positioning of Charlotte Beauty Salón in Quito, Tumbaco parish, with the aim of strengthening local entrepreneurship in the aesthetics and beauty sector. By applying the QFD methodology, essential quality criteria such as staff qualifications, establishment functionality, prices and customer service were identified and evaluated. The results indicated that these factors are fundamental for the success of the venture. An exhaustive analysis of consumer perception and competition was carried out, which allowed specific recommendations to be developed to improve service quality. Among the main strengths of the salon are the qualifications of the staff and customer service. Opportunities for improvement include pricing optimization and implementation of appointment and collections management technologies. Finally, performance indicators and short and medium-term goals were established to ensure the effective implementation of the proposed recommendations. The research concludes that continuous improvement and innovation are key to strengthening local entrepreneurship and competitive positioning in the aesthetic and beauty services market.