The Journal of Middle East and North Africa Sciences 2019; 5(7) http://www.jomenas.org 1 Commercialization Plan for Waterproofing Made of Expanded Polyethylene (Unicel) to the Market Goal Rocío Lozano Vázquez • Crisanto Hernández Tenopala • Elizabeth Montiel Huerta • José Luis Moreno Rivera Department of Administrative Engineering, National Technological Institute of Mexico, Technological Institute of Apizaco, Tlaxcala, Mexico rousselozva272@gmail.com Abstract: The objective of the research is to design a marketing plan1 to launch the waterproofing made of expanded polyethylene "Unicel" in the State of Tlaxcala, which is aimed at the segments: the general public of the municipality of Xaloztoc and the focused construction companies to the construction in the entity. The study is of a quantitative, sequential and probatory type, it is sequential and probative; each stage precedes the next, bypassing the steps, with a mixed approach consisting of the systematic integration of quantitative and qualitative methods in a single study in order to obtain a more complete "picture" of the phenomenon (Hernández Sampieri, Fernández Collado & Baptista Lucio, 2010), the population universe is defined with reference to the databases of the intercensal survey (INEGI, 2015), using the formula of finite populations of less than 500,000, which helps to determine the population samples for the two segments; for construction companies, stratification is done to be more precise. For the market study, the competition and the application of surveys to determine the acceptability of the waterproofing in the segments are identified. The results of the surveys are favorable which allows positioning the waterproofing and have coverage of other segments, 81% of construction companies are willing to acquire the product and 90% of the general public considers it attractive for consumption. It is also observed by the acquisition of sustainable products. With the results obtained, a marketing plan is designed which entails lines of action for each of the proposed strategies. To cite this article [Vázquez, R. L., Hernández Tenopala, C., Huerta, E. M. & Rivera, J. L. M. (2019). Commercialization Plan for Waterproofing Made of Expanded Polyethylene (Unicel) to the Market Goal. The Journal of Middle East and North Africa Sciences, 5(7), 1-7]. (P-ISSN 2412- 9763) - (e-ISSN 2412-8937). www.jomenas.org. 1 Keywords: Waterproofing; Expanded Polyethylene; Marketing plan. 1. Introduction: The investigation arises from the concern of the deterioration of the environment, so the discarded Unicel is the answer to a problem that needs to be examined and channeled. The Unicel is a "cellular and rigid plastic material manufactured from the molding of pre-expanded polyethylene expandable pearls or one of its limpers, which has a closed cellular structure and filled with air" (National Association of Expanded Polystyrene, nd); To find a solution and then identify the properties of the context and determine the actions to follow, its objective is the design of a marketing plan for the commercialization of the expanded polyethylene waterproofing based on the observation of the competition, the research seeks to identify what causes intervene in a given framework, in order to create a universal idea of the element of study, and thus access the decisions are based on selected information and examined. Conclusion of the outstanding aspects of the element of study identified, allow positioning opportunities and order them according to the importance of proposing a possible solution. The National Association of the Chemical Industry (ANIQ), estimates that the national consumption of Unicel in Mexico is 125 thousand tons per year, of which 25% it is for the manufacture of disposable products for the food industry; the remaining 75% divided into the construction and packaging sector (Monreal Ávila, 2016). Table 1: World Consumption of Unicel REGION CONSUMPTION (k / ton) 2001 2003 2005 2007 2009 2011 2014 Asia 1,477 1,903 1,943 2,330 2,493 3,079 3,305 Europe 1,118 1,100 1,266 1,624 1,614 1,801 1,704 North America 518 551 640 610 488 513 543 Rest of the world 1689 211 250 347 382 440 645 Consumo Total 3,251 3,765 4,099 4,911 4,977 5,833 6,197 (IHS Market, 2017).