Retail marketing in women's clothing SMEs in zacatecas, mexico 2006-2009

1.- Statement of the problem

Retail trade is one of the most important and dynamic sectors in the economy of our country, not only because of the volumes that operate through it and because of what it represents of the Gross Domestic Product (GDP), but also because it creates jobs and growth opportunities. “MSMEs in Mexico employ 78% of the economically active population for 2006 and contribute 68% of the national GDP, according to the Ministry of Economy. MSMEs in the Mexican economy generate a high index of the national GDP and 8 out of 10 jobs ”.

“The monitoring of small businesses in Zacatecas according to Crece Zacatecas, AC. for 2006 it was $ 20 million pesos for micro, small and medium enterprises (MSMEs), for 2007 an investment of $ 88 million pesos in SMEs by the State Government and for 2008 there was an increase of 9.4% Over the previous year". This reflects to us that MSMEs in Zacatecas as in Mexico are fundamental to the country's economy, hence the value of MSMEs growing and developing.

Everything that does not evolve generally as we know in our business cycle dies or regresses, although many times it is not perceived by our retailers or small merchants, the support from the Government to promote the retail trade in Zacatecas many times fails in its attempt, because the investment is lost when the MIPYES that have been promoted year after year fail.

The lack of knowledge of small merchants who are unaware of marketing and advertising tools without making large investments of money is an important factor in the failure or closure of MSMEs, since these tools are a relevant boost to the sales of any business.

If we also add to the above that Zacatecas is considered a Cultural Heritage of Humanity and that the UNESCO regulations "prevent merchants located in the historic center of the city from having graphic, fluorescent, bushes, canvas advertisements on their facades. Others that mistreat or damage the image of our city, is one more agent that determines micro and small companies not to implement a corporate identity in their business.

A basic marketing tool for a business to gain market positioning is advertising, which will be essential in this research, since our prevalence in the market is the clients who determine the success or failure of a business.

Every business subsists in the market thanks to loyal consumers, to those who stay with us thanks to our treatment, product or experiences provided within our business, and to new customers who could be loyal to our business in the future. Whether the above is a reality basically depends on the employees and owners of the business, for which we must have tools that help us achieve it, "Retail marketing consists of satisfying the needs and desires of consumers, making them loyal in a profitable way, without need for a lot of investment ”. Retail marketing involves creating a corporate image and advertising through physical and virtual elements. A new, inexpensive and accessible system for retail.

The reason for this investigation stems from observing little advertising and corporate identity in this sector of women's clothing sales. Faced with this situation, this research aims to focus on knowing the causes why the MSMEs of clothing for women between 20 and 40 years of age in the city of Zacatecas have disappeared and those that prevail in the market from 2006 to 2009, of which they used advertising type retail marketing and benefits that were obtained, since this sector is wide in that city.

The issue in the city of Zacatecas is new, because currently new tools are required to survive in such a competitive market, this research will allow to contribute causes of the little advertising in this sector and propose strategies for the aforementioned retail sector..

2.- Delimitation

The proposed research work falls within the economic-administrative knowledge areas, from a marketing and advertising point of view.

The research will be carried out with the analysis of surveys and documentary information to investigate, analyze and compare strategies and trends in the retail sector of women's clothing for women between 20 and 40 years of age in the period of time 2006 to 2008, in terms of advertising and marketing.

The research is cross-sectional because only one data collection will be carried out, not experimental because the study variables will not be manipulated.

Similarly, the research will be explanatory in nature because it will seek to explain the benefits of implementing marketing and advertising tools in retail stores, specifically retail marketing, in addition to identifying the companies that orient these new tools in their business.

3.- Scope of the study

The study will be carried out to reach the diagnosis of the why of the benefits of marketing and advertising tools in retail stores of clothing for women from 20 to 40 years of age from 2006 to 2008 and based on this diagnosis a proposal will be made of solution that contributes so that the businesses of this line do not decline in their attempt to prevail in the market of the city of Zacatecas.

Investigation objectives

General objective

Know the advertising implemented by the Micro and small clothing companies for women between 20 and 40 years of age in the city of Zacatecas, the benefits of retail marketing in businesses of this type that have already implemented it and issue recommendations that contribute to improve retailers in the aforementioned sector.

Specific objectives

Identify the advertising pattern used by retailers of clothing for women ages 20 to 40. Determine reasons why some retailers in the aforementioned sector do not implement retail marketing. To know the number of micro and small companies that sell clothes for women of 20 to 40 years of age in the city of Zacatecas. List the retailers in the aforementioned sector that implement retail marketing. Know the legislation and advertising regulations of the city of Zacatecas. Present a general overview of the clothing retailer for women between 20 and 40 years of age in the city of Zacatecas. Inquire about the advertising alternatives allowed by the State Government. Propose marketing strategies that help retailers in the aforementioned sector.Propose advertising strategies that help retailers in the aforementioned sector.

Justification

As I mentioned earlier, MSMEs generated 8 out of 10 jobs in Mexico in 2006, knowing that they are a way of self-employment and having an economically active population. “According to the results of the 2004 Economic Censuses, in the state of Zacatecas there were 41,010 economic units in operation in 2003, 6.8% more than in 1998, the year in which there were 38, 410 economic units and for 1996 99.5% of the economic units are Mipymes ».

In Zacatecas for 2003, 97.1% of the economic units are microenterprises (from 1 to 10 workers), the highest percentage of total employed personnel in this sector is also grouped with 58.9% and its gross production is 19.6%. The small company (11 to 50 workers) represents 2.5% of the economic units, 15.1% of the employed personnel and 17.9% of the gross production of the entity. The medium-sized company (51 to 250 workers) only contributes 0.396% of the economic units, employing 11.4% of the employed personnel and its contribution to gross production is 16%. As for large companies, 0.004% of the economic units, 14.6% of the employed persons and 45.5% of the gross production, of which 50 are represented.85% of the commercial establishments that mostly carry out wholesale commercial activities according to SEDEZAC data for 2006. Of these commercial activities, the majority are represented by the sale of clothes for women between 20 and 40 years of age on average.

According to the above, it is observed that the highest GDP indices are represented by micro companies, hence the importance of their subsisting and growing in the highly competitive market. Year after year, as I mention in the statement of the problem of this research, the State Government invests more in economic support for MSMEs, which are mostly wasted by retail entrepreneurs for various reasons, among which is the lack of knowing how to manage the business administration or the lack of projection in the market.

This research is convenient to carry out for what has been mentioned above in relation to micro and small companies are an important part of our GDP not only in our State but also in the Country and our research will help us to know the causes for which many of the companies in our sector fail in their attempt to develop in the Zacatecan market in addition to investigating this sector that have used some type of advertising and of which are the benefits obtained with it.

The benefits of carrying out this research are to propose solutions so that our companies do not decline in the market, if on the contrary to propose strategies that help them to seek new growth alternatives in the market.

The system of our research, retail marketing, is a system that is used in states such as Monterrey, Guadalajara and Mexico DF and has worked thanks to the fact that entrepreneurs in these states seek an identity and positioning in the mind of the consumer, since it is a system that operates in retail businesses projecting physical and virtual images at a very low cost.

"The fundamental strategy of retail marketing is the integration of physical and virtual business, having as a basic premise that the customer buys what he wants, when he wants and where he wants." Value is what an organization sells and what a client buys, therefore, the management of relationships and experiences with clients is vital, building unforgettable experiences to avoid desertions and retain clients, not neglecting the experience to save the consumer time, which should be as pleasant and comfortable as possible.

We will investigate if there are businesses in the aforementioned sector in the city of Zacatecas that implement retail marketing, benefits that they obtained in the past with this system and in this way generate possible proposals for benefits when implementing it.

Formulation of the Hypothesis

Due to the lack of corporate identity and advertising of the micro and small clothing companies for women between 20 and 40 years of age observed in the city of Zacatecas, in addition to knowing, thanks to the economic reports of the Ministry of Economy, the importance of In this sector, it is necessary to carry out an investigation to know the factors of this problem, focusing on our areas of marketing, advertising and economics, in order to arrive at an exact diagnosis of the problem in order to propose solutions to it.

Methods and Techniques to Use

We will document and inform ourselves through information obtained in INEGI national institute of geography and research, such as economic indexes in the period of time 2006-2008, to investigate, analyze and compare how many companies prevail in the market for this 2009, in addition to knowing the number of MIPYMES in Zacatecas of the sector already mentioned.

Likewise, we will consult the Law on advertising and propagated in Mexico in force, as well as the UNESCO regulations.

The research will be carried out, through a sample to be surveyed, designing a questionnaire with which we obtain information such as knowing about the micro and small clothing companies for women between 20 and 40 years of age, who implemented some marketing tools. and advertising in their businesses, what were their benefits obtained by implementing them and investigating how many of them use Retail marketing. When conducting the surveys, the subject will be investigated with the micro and small entrepreneurs.

A work plan will be established identifying the companies to be surveyed, taking into account their location, developing routes of action.