Application of marketing as an opportunity in microenterprises consultancy in Emiliano Zapata, Tabasco, Mexico

Abstract

Business development involves promoting customer service strategies that allow establishing efficient market segments, covering existing needs, offering quality products and, above all, generating value so that customers obtain a benefit from the products, marketing is a set of principles that allow meeting demand in the markets, and this must build prosperous businesses. In micro-enterprises, this process is often inconsistent due to various internal and external factors that lead businesses to their disappearance. This research allows us to determine the importance of marketing consultancies for small and medium-sized companies that contribute to market positioning and competitiveness in Emiliano Zapata, Tabasco, Mexico. 308 companies were determined in which a survey with 21 items was applied with a qualitative and quantitative analysis that allows to establish aspects that contribute to promoting development strategies for marketing consulting processes. The results indicate that the lack of financial resources, training, motivation, government support, business profiles, sales plans, clear objectives, goals, marketing professionals, and the incidence of unfounded points of view are the elements that trigger informal businesses without a present or future, which emanate labor instability with volatile economies. It is concluded that it is necessary to establish a priority attention program for the region that involves marketing professionals, government and businessmen, universities, to develop comprehensive attention schemes for micro and small businesses that allow their survival and that there is a project with a theoretical and practical foundation to generate viable, profitable, consistent companies that contribute to the economic and social development of the region.