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

Author

Listed:
  • van Scheers Louise
  • Makhitha Khathutshelo Mercy

    (University of South Africa, Department of Marketing and Retail, South Africa)

Abstract

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.

Suggested Citation

  • van Scheers Louise & Makhitha Khathutshelo Mercy, 2016. "Are Small and Medium Enterprises (SMEs) Planning for Strategic Marketing in South Africa?," Foundations of Management, Sciendo, vol. 8(1), pages 243-250, January.
    • Handle: RePEc:vrs:founma:v:8:y:2016:i:1:p:243-250:n:19
    DOI: 10.1515/fman-2016-0019
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    References listed on IDEAS

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    1. Shackleton, Charlie M. & Shackleton, Sheona E. & Buiten, Erik & Bird, Neil, 2007. "The importance of dry woodlands and forests in rural livelihoods and poverty alleviation in South Africa," Forest Policy and Economics, Elsevier, vol. 9(5), pages 558-577, January.
    2. Pierre–André Julien & Charles Ramangalahy, 2003. "Competitive Strategy and Performance of Exporting SMEs: An Empirical Investigation of the Impact of Their Export Information Search and Competencies," Entrepreneurship Theory and Practice, , vol. 27(3), pages 227-245, July.
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