The purpose of this research is to relate competitiveness through productivity on Small and Medium Enterprises (SMEs) with the level of quality that these companies are and the market segment they serve. The methodology used was a multiple case study using questionnaires and systematic observations in SMEs. Results showed that the quality of the companies surveyed is determined by the market segment in which they operate. Quality management is based on the end customer and the view of entrepreneurs look beyond the premises of their companies. The importance of this research is to relate the market segment with the quality level used in SMEs, a strategy required for the current competitiveness.