Diagnosis of the use of marketing strategies in MyPEs of the municipality of Lerma, State of Mexico

Abstract

The objective of this research is to identify the need for a marketing training plan for directors of micro and small businesses in the municipality of Lerma, Estado de México. This study is quantitative, for which a random sample of 394 owners of micro and small businesses in the municipality of Lerma, Estado de México, who responded to a survey, was considered. The study is quantitative descriptive and simple cross-sectional. The relevance of the study helps to identify the main training needs focused on different aspects of marketing. Within the study, aspects related to service, price, brand, product, advertising and promotion were considered, where it is possible to identify that one of the strengths that a large part of the entrepreneurs have is the approach to service, since they indicate that they carry out activities They help to provide good customer service. However, an area of opportunity is found in the development of advertising and promotion of the product and/or service that they offer, since around 25% of the businessmen mention not carrying out activities related to advertising and promotion. Considering the size of the companies and the preparation of the entrepreneurs, it is concluded that these entrepreneurs and directors of micro and small companies in the Lerma region, have the opportunity to improve their skills for the creation of advertising and promotion strategies, considering that this activity is currently essential for the consolidation and growth of companies.