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  1. 1 Foundations of Management

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  1. 1 Makhitha K. M.

  2. 1 van Scheers L.

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  1. 1 2016

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

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van Scheers L., Makhitha K. M.
Foundations of Management
|
2016
|
vol. 8
|
issue 1
243-250
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.
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