Method for developing a marketing plan: A knowledge management tool for entrepreneurs

Abstract

Microenterprises represent a relevant part of the service sector and have great growth opportunities given that they have appropriate support and expertise. The objective of this study was to propose a method to elaborate a marketing plan for the beginning of a new business within the services sector in the city of Chihuahua. The quantitative methodology was used in the research, using a non-experi-mental, descriptive cross-sectional design with a non-probabilistic sampling. The current situation of microenterprises specifically in relation to the marketing area was described. The findings evidence a lack of structures and procedures in this area; therefore, a method was suggested to elaborate a marketing plan to start up a new business in the services sector in the city of Chihuahua. The conclusion, by means of the Delphi technique, is that the use of said method is feasible according to participating experts.