Abstract
The purpose of this study was to identify the perception that micro and small enterprises (MSEs) have regarding the use of marketing and market analysis tools, as well as their functionality. Therefore, it is hypothesized that less than 50% of the MSEs in Mexico use various marketing and market analysis tools. The method used was deductive and the research design was carried out with a quantitative and descriptive approach, due to the fact that the purpose of the study was to identify the perception that these companies have regarding the use of market analysis and marketing tools. Among the results obtained, it is observed that approximately more than 50% agree and strongly disagree that they perform market analysis activities focused on identifying the strengths and weaknesses of the competition, as well as knowing the needs and preferences of customers. It is concluded that they carry out market analysis activities focused on identifying the strengths and weaknesses of the competition, as well as knowing the needs and preferences of the clients; as well as, using pricing according to the client, creating and developing the brand, selling their products or services to the end user and carrying out advertising and promotion activities, as well as customer loyalty. However, it is observed that they consider that it is easy for new companies and substitute products to emerge.