El desafío de crecer y la diversificación comercial: Caso Tortillería Alameda
The challenge of Growth and the Comercial Diversification: Tortillería Alameda’s Case

Summary/Abstract: One of the great problems of Mexican family microenterprises is the insufficient growth and diversification that leads to closure. There are several factors that explain the failure: one is because they are all related to the economic situation of the country, insecurity, insufficient government support and the lack of promotion of an entrepreneurial culture and, on the other hand, there is a lack of knowledge And the implementation of a commercial diversification that allows them to increase revenues and take advantage of their investment. The objective of the study is to analyze commercial diversification as a model of permanence in the market. It was addressed with a case study using secondary sources and the application of questionnaires, semi-structured interviews in depth, review of documents and participant observation with the community and the group. The units of analysis were the owner, the employees and the competition. Finding that introducing additional products to the corn tortilla and using the infrastructure of the point of sale already established, would seek to increase revenue and increase the profitability of the point of sale. They would get extra profits from what their tortillera gives them, since during the evening-night the sale of tortillas is scarce and the infrastructure is wasted.

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