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
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