Propuesta De Un Plan De Marketing Para El Incremento De La Productividad De Las Microempresas Lideradas Por Mujeres En Potrerillos, El Paraíso.

Abstract

The Microenterprises Led By Women In The Municipality Of Potrerillos, El Paraíso Are Organizations With A Common Purpose That Work As A Team To Produce Various Consumer And Personal Use Products; However, Their Productivity Is Affected In The Long Term. This Sector Shows That Currently The Marketing Strategies That They Use And That They Apply In Their Activities Are Weak; No Concrete Actions Are Planned To Produce, Design, Market, Limiting Themselves To Personally Executing The Sales Activity, Without A Solid Strategy And With Previously Defined Objectives But Empirically. Given This, An Investigation With A Qualitative Approach Is Carried Out, Since It Is Required To Understand The Operation Of The Organization Through The Different Diagnoses, Exploring It From The Perspective Of The Units Of Analysis In A Natural Environment With The Use Of Tools Such As Studies Of Case. One Of The Main Findings Obtained In The Research Reflects That Microenterprise Do Not Have Defined Marketing Strategies; However, It Is Developed Through More Direct Means Such As Word Of Mouth And Customer Referrals, So There Is A Need To Transmit Knowledge Of Marketing Techniques And Define Strategies That Allow The Improvement Of The Organization's Productivity.