Science Journal of Business and Management 2014; 2(5): 116-122 Published online October 20, 2014 (http://www.sciencepublishinggroup.com/j/sjbm) doi: 10.11648/j.sjbm.20140205.11 ISSN: 2331-0626 (Print); ISSN: 2331-0634 (Online) Strategic planning in the family business of the Chinese community of Mexicali, Baja California, Mexico Zulema Córdova Ruiz 1 , Loreto María Bravo Zanoguera 2 , Sósima Carrillo 2 , Ana Cecilia Bustamante Valenzuela 2 , Sofía Lizzett Reyes Ayala 1 , Lourdes Patricia Escobar Pérez 1 1 Master in Management, Faculty Administratives Sciences, Autonomous University of Baja California, Mexico; Research Areas: Management, Finance and Accounting 2 Doctor of Administrative Sciences, Faculty Administratives Sciences, Autonomous University of Baja California, Mexico, Research Areas: Management, Finance and Accounting Email address: zulema.cordova@uabc.edu.mx (Z. C. Ruiz), loreto@uabc.edu.mx (L. M. B. Zanoguera), sosima@uabc.edu.mx (S. Carrillo), ceci@uabc.edu.mx (A. C. B. Valenzuela), lizzettreyes@uabc.edu.mx (S. L. R. Ayala), pescobar@uabc.edu.mx (L. P. E. Pérez) To cite this article: Zulema Córdova Ruiz, Loreto María Bravo Zanoguera, Sósima Carrillo, Ana Cecilia Bustamante Valenzuela, Sofía Lizzett Reyes Ayala, Lourdes Patricia Escobar Pérez. Strategic Planning in the Family Business of the Chinese Community of Mexicali, Baja California, Mexico. Science Journal of Business and Management. Vol. 2, No. 5, 2014, pp. 116-122. doi: 10.11648/j.sjbm.20140205.11 Abstract: Small and Medium Enterprises (SMEs) due to their participation in the production of goods and services and as a source of jobs, are the basis of the economy in any country. In Mexico 95% of the companies have a family structure or are controlled by a family, so it is important to identify strategies that favor their continuation over time. This research was conducted in order to analyze the strategies that SMEs have implemented that have allowed them to remain in the market. In the process were applied 30 questionnaires to the founders and managers of small family businesses constituted by members of the Chinese community situated in the city of Mexicali, Baja California, Mexico. These companies develop activities and a strategy based on experience, and show a marked reluctance to invest time and effort in designing strategic planning, is why is essential carry out actions that will help them continue the operation of its business with, in order to achieve their permanence, growth and consolidation. Keywords: Strategic Planning, Strategy, Family Business, Chinese Community 1. Introduction Nowadays organizations suffer intense pressure from its competitors; every day arise new products or services that can replace the previous, so businesses should always seek improvement in the quality of what they offer. In order to survive and sustain itself, companies must maintain a continuous process of warning and must be prepared to adjust and adapt to changing environmental conditions. The main objective of strategic planning is to set the foundations for the preservation of the organizations even in the changing conditions of business context. China is a country with different social structures, cultural norms, and relationships manners. This nation has traditions rooted and strong moral values born of a long history and have endured over time. Given this situation, trying to inquire into how the businesses managed by members of the Chinese community have faced dynamics in economic reality of the environment, this research analyzes the strategies that have given permanence to businesses and even favored their consolidation. Family businesses become good practice in society, since the fact of building a company through such an important core such as the family, is a challenge, because the members must generate themselves the necessary strategies to keep a good control, good management decisions and preserve the company for generations (Cisneros, 2007). 2. Background Currently, Mexicali has a population of just over 900,000 inhabitants, according to figures from this last population census in 2010 (INEGI 2010), of which about 40,000 are of