Diagnostics for Design of Strategies of Production and Marketing of Honey Cosmetics

The objective of this research is to obtain a diagnosis with the application of tools that help to design production and commercialization strategies for a micro-enterprise of beekeepers that elaborates cosmetic products based on honey, which is located in the state of Tlaxcala, with the purpose to generate favorable profitability and strengthening as an organization. Three research techniques are used, such as the survey, which served to know the probable acceptance of the products, possible demand, main aspects in the purchase election, this information is used for the marketing strategy. The indepth interview and observation were also used to detect areas of opportunity in the process that is artisanal, this information supports the design of the production strategy. Some of the results obtained are: current size of the products not according to the needs of the consumer, are not in strategic points of sale, does not have a brand, however, if there is a high acceptance because it is of natural origin. In the process, there is no standardization in the key activities and there are no documentary records that lead to an inadequate administration of resources.