Growth of the D-Ksa Micro-Enterprise from the Perspective of Market Expansion

• Main Authors: Jose G. Vargas-Hernandez, Lic. Laura Guadalupe Isabel Lopez Becerra
• Format: Article
• Language: English
• Published: Srusti Academy of Management 2020-12-01
• Series: Srusti Management Review
• Subjects: market expansion; microenterprise; vrio model.; jel:d01; d41; l11
• Online Access: http://www.srustimanagementreview.ac.in/paperfile/893047201_Growth%20of%20the%20D-Ksa%20Micro-Enterprise%20from%20the%20Perspective%20of%20Ma.pdf

The objective of this research is to analyze and determine the factors and strategies that can be implemented within the D-Ksa Microenterprise in order to expand its capabilities, from the perspective of market expansion. It is intended to answer the research question, why, even with the participation in different events to position the brand in the market, do not specify more points of sale in the state of Jalisco ?, through the hypothesis that by means of alliances strategic alliances will increase participation in the market, the aforementioned alliances will give the guidelines to carry out this analytical research based on the point of view of resources and capacities, implementing the value, rarity, imitibality and organization model (VRIO).