Abstract
This article is part of a research that develops a strategic plan according to the needs of companies in the region to improve their profitability, and due to its nature, qualitative research is carried out. The section of the research is exploratory-descriptive, to know and describe the characteristics of the companies under study, which correspond to a highly commercial region, being located in a strategic geographical point. A research instrument (interview) was developed and applied to the directors/marketing managers at Mypes in the San Martín Texmeluan region, complemented with observation of the means used to promote the company and its products/services offered; supporting the identification of areas of improvement in the operation of those involved, preparing proposals and from said research emerged the development of two undergraduate theses and the training of resources through around 20 undergraduate students who contributed to the research, as interviewers and information processing
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