PRACTICAL MODEL OF STRATEGIC MARKETING PLAN FOR MICRO AND SMALL TRANSFORMATION COMPANIES IN LAGOS DE MORENO, JALISCO
A plan is designed to increase reaction capacity and leads the manager to a more in-depth knowledge of the company's own reality. The strategic marketing plan has as its fundamental purpose to express clearly and systematically the variables chosen by the company, these variants must be tr...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universidad Autónoma Indígena de México
2017-07-01
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| Series: | Ra Ximhai |
| Subjects: | |
| Online Access: | https://drive.google.com/file/d/1tAny5FOMAUb2px9Sj_A6unadOY88DqZ8/view |
| Summary: | A plan is designed to increase reaction capacity and leads
the manager to a more in-depth knowledge of the
company's own reality. The strategic marketing plan has as
its fundamental purpose to express clearly and
systematically the variables chosen by the company, these
variants must be translated into decisions and programs of
actions.
The designed model is pragmatic, simple and adaptable for
micro and small transformation companies that initiate in
the strategic marketing planning, with the purpose of
habituating them in planning and to increase the reaction
capacity that favors their commercial life.
This model is based on a documentary research that collects
and analyzes the different processes of strategic marketing
planning by different authors, developing a methodology
for the micro and small entrepreneur.
The model is a sheet that describes the points on which a
micro and small transformation company identifies
opportunity areas based on information feedback
generated from the internal microenvironment and
external macroenvironment.
The sheet is a design inspired by the CANVAS business
model that covers six areas that reflects the logic of a
strategic planning process based on the marketing mix. |
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| ISSN: | 1665-0441 1665-0441 |