The marketing mix in the MSEs of the municipalities of Santiago Ixcuintla, Tuxpan and Ruiz Nayarit

Abstract

The growth of micro and small enterprises (MSEs) in Nayarit, as well as in the country has been increasing, however, due to the same characteristics of informal and unstructured conformation of these companies, they do not grow financially and most of them spend their time subsisting as micro businesses. That is why this analysis focuses on knowing if microentrepreneurs apply marketing strategies and if so, what kind of strategies do they implement to strengthen their businesses. The main purpose of this study are the MSEs of the municipalities of Santigo Ixcuintla, Tuxpan and Ruiz of the state of Nayarit, from which relevant information was obtained by applying surveys directly with the owners or directors of the companies, regarding the application of marketing strategies. As a result, we can observe that most entrepreneurs do not implement structured or formalized strategies, however, they develop basic strategies that meet customer satisfaction according to their market segment such as: product tests prior to their launch, the creation of brands so that their clients can identify them, pricing based on competition and development of credit strategies for their customers. They develop the most appropriate strategies according to the type of product, since they sell it directly to the final consumer and a considerable percentage consider selling to intermediaries. The implementation of promotional and advertising strategies is not clear; however, entrepreneurs express that they implement strategies that allow them to stay in the minds of consumers. This does not mean that the strategies are adequate or that they have favorable results in their entirety since they are not professionally structured.