IJMRS's International Journal of Management Sciences, Vol O1, Issue 02, June 2012, ISSN: 2277-968X Marketing Strategies of Small and Medium Enterprises: A Sample Survey ‘Sheetal, Sangeeta’, Rajiv Kumar’ ' Research Scholar, Haryana School of Business, Curu Jambhetiarar University of Science and Technology, sheetaldeendyal988@gmaiLcom * Research Scholar, Haryana School of Business, Curu Jambheslovar University of Science and Technology, sangeeta047@yahoo.co.in ° Assistant Professor, Haxyann Schoolof Business, Curu Jan heshuvar University of Science and Technelogy, rajivtamak@rediffmailcom ‘Abstract ‘The paper addzesses to integrate marketing strategies comprising navketing mi and marketing intelligence by SMEs and a surrey on custome; has been confucted to validate the imavketing ctategier The survey logical view of the entepreneu: and customers has been integrated though existing theoretical framework. An empirical study conducted in small and medium enferprces in Hisar (India) eich the information base and govemment to boost the financial base ‘because small zcale andustier aze an integral part of the industial backgzound of the county and employment generator segment of the economy. Furthemore finding: suggest that fentepreneus should upgrade their information bare fo evoke stream of conciousness and tered Hough exploratory factor ‘analysis and one sample test. The research finding implies that there i a commmnication gap bebreen consumers and enteprenaus. The study yields the implication for the service provider. Keywords: Entrepreneurs, information system, marketing strategies, marketing intel gence, Small and meckwm enterprises 1. Introduction ‘The paper seeks to present the marketing strategies in small and medium enterprises (SMEs) from service provider's perspective as well as customer's perspective. ‘Marketing strategies are not one time process but a varied. ‘and unigte action which is prominently necessary to revise year by year to attain predetermined objectives Whether the tumover is luge or marginal, marketing strategies are applicable and advisable in case of every small, medium and large enterprise. Marketing strategies are quite comparable and measurable in nature so affected, ‘by market fluctuations and trends of business cycle. Key change involving the transition to a new kind of economy is nof only the concem of the scientific world. ‘The Indian market is growing repidly and Indian industry is making remarkable progress in various Industries like ‘Manufacturing, Precision Engineering, Food Processing, Phamaceuticals, Textile & Garments, Retail, IT, Agro& Service sectors and pertaining industries in the form of small and medium enterprises are increase by leaps ancl bounds. To sustain the growth of a largely agriculture- based Indian economy, the growth of other sectors such as industry, services and manufacturing is imperative. SMEs are an integral part of the supply chain of large-scale industries end provide vitel forward and backward linkages to the overall industriel sector. SSI in Indian economy as small scale industries occupies a special place in the economy due to considereble contribution in ferms of production, sales and employment (Renchy Bhateja et al, 2007). SSI sector in India has been exhibiting stuiking export performance; export has grown up to double digit fiom the last ten years (Govinda Sharma, 2011) In India smell manufacturing industries defined on the basis of limit historical value of investment in plant and machinery in the MSMED Act 2006 (Micro, Small & medium enterprises act 2006) announced by the government of India. As per the act the small sector has ‘been divided into two categories. Categories 1: units engaged in manufacturing or production. Categories 2: ‘units engaged in providing or rendering of services. In the category 1 (manufacturing sector) the MSMED Act 2006 defines the small units as en industriel units in which the investment in plant end machinery in more than twenty five lakh rupees but not exceed five crore rupees. In the categories 2(service sector)the MSMED Act2006 defines the small ut as an enterprise where the urvestment in equipment is more than fen lakh rupees but does not exceed than two crore rupees MRS ‘woew.jjmrs.com,