Title: Marketing strategies for micro-companies that sell self-adhesive products, case of MAPLAS

Abstract

Introduction: Marketing constitutes a fundamental tool in the development of any type of company where the dissemination and commercialization of products and/or services in the market is sought; with the appropriate application of actions that lead to the fulfillment of set objectives. Marketing strategies seek to frame the right path for the fulfillment of objectives defined in a marketing plan that allows taking advantage of the opportunities that the market offers. Objective: To determine the use of marketing strategies for micro-companies commercializing self-adhesive products, specifically in the case of MAPLAS, a small and medium-sized company. Methodology: The research corresponds to a non-experimental field design with a population of 103 SMEs registered in the SRI registry in 2020; the application of surveys to a sample determined by stratified sampling with the application of the formula constitutes 81 observed data that responded to a 20-item questionnaire. Results: Among the results, 67.2% make monthly purchases of self-adhesive products; people prefer to make their purchases in stores where there is good customer service and a variety of products; users of self-adhesive products prefer products with the main characteristic of the degree of adhesion. Conclusion: It was concluded that the diffusion of products in the SME Maplas should be oriented to satisfy the needs of customers who are looking for quality products.