Positioning strategies for micro-businesses of locksmithing: a case study in Quito

Objective: To analyze the positioning strategies implemented by micro-firms of locksmithing in the city of Quito, with the purpose of understanding their impact on customer perception and brand consolidation in highly competitive urban environments. Methodology: A qualitative study was carried out with a documentary-bibliographic design, based on the review and analysis of secondary sources, including academic theses, scientific articles and technical documents published between 2019 and 2023. Intentional sampling of relevant sources and inductive content analysis were applied to identify emerging patterns related to branding, digital marketing, competitive differentiation and customer perception. Results: It was evident that, although many micro-firms of locksmithing resort to traditional promotional strategies to improve their sales, they fail to consolidate a solid positioning in the market. On the other hand, those that integrated a coherent brand identity and digital channels showed greater effectiveness in visibility, recognition and customer loyalty. In addition, a significant lack of tools to measure consumer perception was identified, limiting strategic decision-making. Conclusions: It was determined that the successful positioning of micro-locksmiths in Quito depends on structured planning, an active digital presence and a strategic brand management. It is recommended the development of empirical studies with mixed methodologies that include metrics of perception and analysis of digital reputation, as well as the creation of specific positioning models adapted to this type of business.