Las Mipymes, potencial y reto para el marketing en redes sociales
The Mipymes, Potential and Challenge for Marketing in Social Networks

Summary/Abstract: In Mexico, a large number of MSMEs do not have the necessary resources to implement marketing strategies that allow them to achieve their full development. The main limitation is access to financing. On the other hand, this type of business is mainly familiar and often resists change, is unaware of the new technological and information systems and has a limited vision of its benefits. The objective of this research is to show the case of a family Mipymes, the way it can stay in the market and keep growing thanks to the use of social networks. The application of the case study was carried out, as a research method, and addresses a single unit of analysis [Yin 1994], using secondary sources and the analysis of data provided by the participating actors; questionnaires, interviews, document review and participant observation were applied. The units of analysis were the owners, the employees and the competition. In conclusion, this type of business has a traditional management mode, its members tend to do the same and to market their products in the same way. It is proposed to develop a marketing strategy through social networks.

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