Resumen

CABEZAS GARCIA, Autor: Ernesto. Marketing mix, a complement to the SWOT analysis. ARCIC [online]. 2023, vol.12, n.31, pp. 187-200.  Epub 01-Abr-2023. ISSN 2411-9970.

Companies must undertake inevitable changes to face the great challenges of humanity in the 21st century; the consolidation of business analysis has become a key factor for the continuous improvement of processes, products, and services. The permanence and positioning in the market is increasingly complex in the midst of fierce and ruthless competition; the increase in competitiveness and brand prestige demands more and more creativity and innovation to turn the desires and needs of the customer into an opportunity. Organizations must reinforce their strategic studies and value the objective reality of their management more deeply, increase their capacity and speed of reaction to change, and reduce weaknesses to continue growing. That is why this article assesses the use of the variables of the marketing mix (the P's) as a complement to the SWOT Matrix to strengthen the analysis of the current situation of entities and achieve higher levels of well-being and business success, using common theoretical and empirical methods such as analytic-synthetic and hypothetical-deductive.

Palabras clave : marketing variables; company; strategy; SWOT analysis.

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