ESTRATEGIAS PARA EL CRECIMIENTO Y EXPANSIÓN DEL MERCADO EN UNA PEQUEÑA EMPRESA DE LA INDUSTRIA DE LOS COSMÉTICOS, CASO: FASHION S.A. DE C.V.

Abstract

This research identifies the issues that impact small businesses in the cosmetics industry in Mexico, which feature among others: poor management of the business, limited market participation, low levels of investment and reinvestment, which reduces their ability to adapt the environment, constantly changing, the exploitation of market opportunities and long term growth and retention, and therefore require a strategy that allows them to improve the internal problems and capitalize on market opportunities. Therefore, the research aims to determine the factors affecting business growth for incorporation into the design of a strategy to perform in a small company in the cosmetics industry (FASHION SA DE CV) efficient management of resources and capabilities, identifying market opportunities and incentives and time to achieve quantitative indicators of long-term growth that will translate into development and market expansion. The research is a qualitative approach was undertaken by the strategy of the same case study used several sources of information such as semi-structured interviews with senior executives from each area, document review, file and customer surveys to final and intermediate take a holistic view of the organization and make the proposal using the context and the theoretical models describing the growth, results in it was found that the company's competitive position is weak with negative growth and financial problems in an unstable environment , so that the company should focus on reducing internal weaknesses and avoid external threats. The proposed strategy identifies four basic lines of action are: growth actions and selective investments, targeting, operational excellence and market expansion and development.