Proposal for a business plan for the improvement of MSMEs: Jarcieria Kiki´s case

Abstract

Micro, medium and small companies, known by the acronym MIPyMES, have been gaining more and more importance both in their contribution to the economy, but in the same way they have been affected with great demands for their development, as is the case of the establishment KIKI´S dedicated to the sale of cleaning products and hardware which starts from the problem of not having the regulatory and strategic elements that allow it to be competitive. That is why this article aims to describe elements of a business plan that made it possible to strengthen the cleaning supplies company through the use of marketing strategies and techniques that helped increase its sales and competitiveness. The methodology used was quantitative and qualitative, marketing tools such as benchmarketing were used and surveys were applied, which had a favorable impact on the company, since in the face of the COVID-19 pandemic the management for sales was complicated, therefore they designed strategies considering the guidelines for the establishments.