Strategic Marketing Planning in Small and Medium-Sized Enterprises (SMEs)

Emelia Amoako Asiedu (), Priscilla Ntriwaa Otuo (), Theresa Obuobisa-Darko () and Ivy Adjei Nketiah ()
Additional contact information
Emelia Amoako Asiedu: Ghana Communication Technology University, Department of Marketing
Priscilla Ntriwaa Otuo: University of Ghana
Theresa Obuobisa-Darko: Ghana Communication Technology University
Ivy Adjei Nketiah: Wisconsin International University College

Chapter 9 in Entrepreneurship and Small and Medium-Sized Enterprises (SMEs) in Africa, 2026, pp 187-209 from Springer

Abstract: Abstract Strategic marketing planning is critical for the success of small and medium-sized enterprises (SMEs) as it helps them identify and capitalise on market opportunities. However, many SMEs struggle to develop and implement a strategic marketing plan due to limited resources, lack of expertise, and unclear goals. This paper explores the importance of strategic marketing planning in SMEs and provides practical insights on how to develop an effective marketing strategy. The paper highlights the key elements of a strategic marketing plan, including market analysis, segmentation, targeting, positioning, and the marketing mix. It also discusses the challenges faced by SMEs in implementing a strategic marketing plan and provides recommendations on how to overcome them. Ultimately, this paper emphasises the need for SMEs to prioritise strategic marketing planning as a means of driving growth, building customer loyalty, and achieving a competitive advantage.

Keywords: Strategic marketing planning; Small and medium-sized enterprises (SMEs); Customer loyalty; Sustainability (search for similar items in EconPapers)
Date: 2026
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-032-14174-3_9

Ordering information: This item can be ordered from
http://www.springer.com/9783032141743

DOI: 10.1007/978-3-032-14174-3_9

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().