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

Louise van Scheers () and Makhitha Khathutshelo Mercy
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Louise van Scheers: University of South Africa, Department of Marketing and Retail, South Africa
Makhitha Khathutshelo Mercy: University of South Africa, Department of Marketing and Retail, South Africa

Foundations of Management, 2016, vol. 8, issue 1, 243-250

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.

Keywords: strategic marketing planning; South African SMEs; better performing SMEs; lack of strategic planning know-how (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:founma:v:8:y:2016:i:1:p:243-250:n:19

DOI: 10.1515/fman-2016-0019

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