Are Small and Medium Enterprises (SMEs) Planning for Strategic Marketing in South Africa?

• Authors: Louise van Scheers , Khathutshelo Mercy Makhitha
• Languages of publication: EN

Abstracts

EN

Substantial evidence shows that strategic marketing planning leads to increased small business performance, yet most small business owners do not draw up a plan for their businesses. This paper presents the results of a secondary research survey on strategic marketing planning of SMEs in South Africa. They indicate that while the higher performing SMEs give a higher priority to marketing than to other business functions, they are still sales- or production-oriented. The higher performing SMEs are more aware of strategic planning tools. They compete with value-added products and good buyer-seller relationships. The findings suggest that broad, small business marketing principles to some extent contribute to the success of SMEs.

Keywords

EN

strategic marketing planning; South African SMEs; better performing SMEs; lack of strategic planning know-how

• Publisher: Sciendo
• Journal: Foundations of Management
• Year: 2016
• Volume: 8
• Issue: 1
• Pages: 243-250

Dates

published

2016-01-01

online

2016-09-24

Contributors

author

Louise van Scheers

• University of South Africa, Department of Marketing and Retail,

author

Khathutshelo Mercy Makhitha

• University of South Africa, Department of Marketing and Retail,

Identifiers

DOI

10.1515/fman-2016-0019