IMPROVEMENT STRATEGIES PROPOSAL BASED ON SWOT ANALYSIS IN THE SMALL BUSINESS OF ARANDAS, JALISCO, MEXICO

Abstract

The initial objective of this research was to know the different problems that small businesses face in the municipality of Arandas in order to survive in a competitive and changing market; a convenient sample was selected that fulfilled the characteristics in Mexico as "small business". It is important to point out that most of the companies aligned to the small business criteria have similarities in terms of their administration, constitution, financing and decision management; hence the importance and relevance to describe uncertainties currently exhibited. General strategies were designed to guide small businesses to solve problems currently present, these were analyzed and focused from their positive and negative aspects, creating opportunity areas; for this, the SWOT technique was used, which allows to identify the internal and external factors that affect the performance of the organizations, using their strengths, opportunities, weaknesses and threats from a group perspective.

Keywords

• small business
• SWOT
• strategy
• strengths
• weaknesses
• opportunities
• threats