<abstract xmlns="http://www.w3.org/1999/xhtml"><p>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.</p></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.

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

University of South Africa, Department of Marketing and Retail,

Foundations of Management

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Substantial evidence shows that strategic marketing planning leads to increased small business performance, yet most small business owners do not draw up a...

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

Publié en ligne: 24 sept. 2016

Pages: 243 - 250

DOI: https://doi.org/10.1515/fman-2016-0019

Mots clés
strategic marketing planning, South African SMEs, better performing SMEs, lack of strategic planning know-how

© 2016 Louise van Scheers, Khathutshelo Mercy Makhitha

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

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

Publié en ligne: 24 sept. 2016

Pages: 243 - 250

DOI: https://doi.org/10.1515/fman-2016-0019

Mots clésstrategic marketing planning, South African SMEs, better performing SMEs, lack of strategic planning know-how

© 2016 Louise van Scheers, Khathutshelo Mercy Makhitha

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Mots clés
strategic marketing planning, South African SMEs, better performing SMEs, lack of strategic planning know-how