Business competitiveness has gained prominence in the economic literature both in international and national references when analyzing the economic progress of countries and businesses. It is considered that the international competitiveness of a region is intertwined with highly productive companies that fructify the competitive advantages that a country produces through its organizations, policies and in-frastructure. Through the descriptive deductive method, techniques such as the survey and the questionnaire are applied as an instrument to the microenterprises linked to the footwear sector amounting to 1023 considering a sample of 280. It is concluded that 13.9% of the microenterprises of the footwear sector fail to satisfy their customers with a quality product, also the prices of their products are often not within the market standards, and consumers cannot buy them, which generates difficulty for them to be competitive. Recommending to the micro-entrepreneur, to carry out strategies that allow customer loyalty such as surprises with emotional details, grant special prices for a certain amount in purchases, design an exclusive newsletter which is valid for discounts and above all ask for suggestions that allow them to improve and make their opinion felt for the benefit of them and the company itself.