As a result of the health contingency caused by COVID-19, a large number of companies worldwide have been forced to drastically change their work processes in order to adapt to the current situation; however, the strategies proposed by governments around the world to deal with this crisis have been classified as seasonal by health specialists, implying that at some point it will return to normal. To this end, this study is developed through the implementation of four strategic models (strengths, opportunities, weaknesses, and threats (SWOT) method, competitive advantage matrix, Boston Consulting Group (BCG) matrix, and the ERIC matrix: Eliminate—Reduce—Increase—Create)) that allow entrepreneurs in the tourism sector of the State of Baja California to face the consequences that the pandemic has generated in detriment of its competitiveness, which, in turn, will allow them to design competitive strategies that directly support the tourism sector of the entity, facilitating decision making to achieve the sustainable development of regional tourism. Observing that the main competitive advantage of the entrepreneurs in the studied sector is the fact that they are mostly part of the gastro-tourism cluster of Baja California since they receive support and joint promotion that allows them to generate a unique and inimitable competitive advantage.
Esta investigación nace con la finalidad de identificar las variables que inciden en el diseño efectivo de una estrategia de mercadotecnia, de tal forma que el empresario implemente acciones que lo lleven a mejorar la posición en el mercado y su reflejo en el nivel de ventas. Para esto, se observan los modelos que han intentado explicar la efectividad de la mercadotecnia en el tiempo; partiendo así del modelo de Kotler (1977) y se integran los hallazgos identificados en otros modelos, así como la inserción de una variable adicional que pretende explicar con mayor claridad el nivel de mercadotecnia que emplea la empresa. Como resultado se propone un modelo aplicable a la mipyme a través del cual el empresario identifica en forma clara y sencilla el nivel de mercadotecnia con el que trabaja y su efectividad
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