Thesis (M.A.) from the year 2013 in the subject Business economics - Offline Marketing and Online Marketing, grade: 88.3, The University of Liverpool (School Of Management), course: MASTER OF SCIENCE IN GLOBAL MARKETING, language: English, abstract: The exponential growth of trade liberalization, the global economic policies, the uncertainty in international markets, and the lack of competitiveness of the Mexican business sector, have had negative impact over the Mexican SMEs, over the past three decades. In this sense, the lack of competitiveness is the main reason why 80% of SMEs fails in the first five years and 90% during the ten first years. Competitiveness is an imperative issue for all the countries in order to maintain or increase high levels of income and employment, and it can only be achieved through diversification, keeping away from the dependence on primary-commodity products and moving up to marketing and branded products. This research investigated the problem of the loss of competitiveness of Mexican SMEs, from the point of view of marketing and brand management, and its main objective is to find the kind of marketing management and branding deficiencies, which are preventing the competitiveness of Mexican SMEs against the global competition. A triangulation methodological approach (quantitative & qualitative) was used, included questionnaires and group interviews with Mexican SMEs business leaders, in order to get first-hand information of the real Mexican business environment. The extensive review of literature has shown the enormous lack of knowledge about marketing principles and branding in Mexican SMEs, causing that most of these companies which remains focused only in production and manufacturing, rather than marketing, obtaining low levels of profitability, and making them vulnerable to the international business environment.
About the Author: Mauricio J. Martínez has over 15 years of professional experience across different MNE´S such as: Coca Cola FEMSA, Pepsi, Grupo Lala, Unifoods and Grupo Bafar. His professional experience is concentrated in the following areas: New Product Development, Marketing Research, Trade Marketing, Channel Marketing and Key Account Management. In 2010 he founded the consulting firm: "gnosis marketing solutions" whose primary mission is: to support SME's through sales force training, marketing research, marketing strategy, among other corporate services. Since 2008 he has been part time professor at the Universidad del Valle de México (UVM), Universidad Tecnológica de México and Universidad Tec Milenio (ITESM) As a freelance author Mr. Martinez has published practical cases for Roger Kerin´s Text book "Marketing 9/e" and different articles for the "Veritas" magazine published by the National Accountants Association and CNN- Expansión magazine He holds a B.A. in Marketing from the Universidad Tecnológica de Mexico, Master in Business Administration (MBA) from the Sistema Tecnológico de Monterrey (UTM) and a Master of Science in Global marketing from the University of Liverpool, UK. Especialidades: Marketing, Foods & Beverages.