Remodeling of marketing strategies for enhancing performance of small and medium enterprise in Tanzania
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Date
2019-01
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Kampala International University
Abstract
The study explored new marketing strategies for enhancing performance of SME’s in Tanzania.
The specific objectives of the study were; to assess the challenges of existing marketing strategies used by SME’s in Temeke Municipal Council, to introduce framework for a remodeled SME’s marketing strategy, to appraise the suitability of using the remodeled marketing strategy by SME’s in Temeke Municipal Council. The study used exploratory research design and used questionnaire and interview to collect data. The data was analyzed both qualitatively and quantitatively. The findings shows that, 70% of respondents observed the existing marketing strategies were faced by challenges.
Also, the study findings shows that, 70% of respondents observed training on market access quite often influenced market performance of SME’s, 40% stated training in entrepreneurial skills influenced marketing performance quite often, while only 10% observed quite often training on advertising influenced market performance of SME’s. Further the findings revealed low level of influence of the existing marketing strategies on marketing performance of SME’s
On correlating the remodeled (proposed strategy) with marketing performance the study found; relationship between brand positioning and marketing performance was 0.782 which meant the relationship between Brand positioning and marketing performance was strong, and any change that would be made in the Brand positioning would strongly change Marketing performance. The relationship between Operational marketing and Marketing Performance was 0.767 which meant the relationship between Operational marketing and Marketing Performance was strong.
The relationship between Business /Marketing Strategy and Marketing Performance was 0.855 which meant the relationship between Business and Marketing Strategy and Marketing Performance was strong, and any change that would be made in Business /Marketing Strategy would strongly change Marketing Performance. The relationship between Process Management and Marketing Performance was 0.888 which meant the relationship between Process Management and Marketing Performance was strong. The study recommended the use of the proposed marketing model.
Description
A Dissertation Submitted to Directorate of Postgraduate Studies and Research, Kampala International University in Tanzania In Partial Fulfillment of the Requirements of the Degree Master in Business Administration (Marketing).
Keywords
Remodeling, Marketing strategies, Enhancing performance, small and medium enterprise