Fortalecimiento del Emprendimiento Glamleather Dedicado a la Elaboración de Artesanías en Cuero con Detalles en Paja Toquilla o Shigras

The study was carried out with the purpose of analysing and strengthening the competitiveness of the GLAMLEATHER enterprise, dedicated to the production of handcrafted leather articles combined with toquilla straw or shigras, in response to the problems faced by the handicraft sector in the face of competition from industrial products, especially from Asia, and the low valuation of local production in the internal and external markets. The methodology used was based on the House of Quality within the Quality Function Deployment (QFD) framework, structured in three phases: definition of quality variables through the Delphi method applied to expert artisans, evaluation of product quality through consumer surveys and statistical analysis (including Kruskal-Wallis), and formulation of recommendations through a FOAR analysis. Among the main results, it was found that the venture stands out for its skilled labour, competitive design and strong sense of identity in its products, although there are areas for improvement in the use of national and eco-friendly raw materials. Likewise, strategic aspirations were identified aimed at the internationalisation of suppliers, product diversification and the adoption of new technologies to strengthen its competitiveness and long-term sustainability.