The Province of Cotopaxi is characterized by its productive diversity, both in primary production, manufacturing and services in general; products and services that are developed through productive ventures at the family and association level that have generated micro, small and medium-sized businesses (MSMEs); Likewise, in the Province of Cotopaxi and especially in the Latacunga Canton, there are large companies with a positioning in the national and international market. Most of the existing enterprises in the Province categorized as MSMEs are in the process of brand consolidation, while many of the large companies have a positioning in the market that is due to the work carried out at a strategic and marketing level.