Positioning; Determinant factor for the success of SMEs in the city of Hermosillo, Sonora

Abstract

The problems of Littler and Mediums companies in the city
of Hermosillo, Sonora, is no stranger to the problems affecting companies in the country and global level, the absence of a good marketing plan and a business culture, seems to be the common denominator, in this study highlight the importance of positioning as a strategic tools of marketing that includes a series of decisions and actions to position the company name in the target market.
Talking about position the brand name or product, or company name no matter the size of this. To achieve a position in the customer’s mind the company requires a series of marketing actions holistically, like, product, innovation, customer survey, competition, market segmentation, image, advertising,
promotion and sales.