Marketing strategy and profit maximization of Small and Medium Enterprises in Mogadishu, Somalia.
| dc.contributor.author | Muno, Unshie Ahmed | |
| dc.date.accessioned | 2020-08-04T08:32:34Z | |
| dc.date.available | 2020-08-04T08:32:34Z | |
| dc.date.issued | 2014-11 | |
| dc.description | A thesis presented to the College of Higher Degrees and Research in Partial Fulfillment of the Requirements for the Award of a Degree Master of Business Administration in Accounting & Finance of Kampala International University Kampala, Uganda. | en_US |
| dc.description.abstract | The purpose of the study was to investigate whether there is a relationship between marketing strategies and profit maximization of Small and medium enterprise in Mogadishu Somalia. It was guided by three objectives, that is, to assess the level of marketing strategies among SMEs; to examine the level of profit maximization in SMEs and to investigate if there is a significant relationship between marketing strategies and profit maximization in SMEs in Mogadishu. This study followed a descriptive design, descriptive comparative, correlational, expost facto and cross sectional survey. A sample of 80 respondents was selected purposively. The researcher found out that the level of marketing strategies and profit maximization was low, an indication that there is a need for SMEs to find a more efficient and effective way of improving their marketing strategies for them to maximize their profits. The researcher discovered that there is a positive significant relationship between marketing strategies and profit maximization of small medium enterprise in Mogadishu Somalia (r = 0.646). The overall results suggested that strategic marketing strategies are not only crucial mechanisms in profit maximisation but also helps to enhance the development of new product/service for existing markets. Both traditional and non-traditional marketing strategies are important in a business enterprise depending on the business environment. The study recommends that SMEs should internationalize their marketing strategies for them to enter into the global market, this will give them room for improving the quality of their produce and increase sales that will in turn enable them maximize profits. There is a need for the SMEs to adopt a more modern technological marketing tool in their businesses and motivating their marketing personnel should be prioritised. The SMEs must also create links on social media to drive traffic to their corporate entities. Websites will help them to ensure live interaction with their customers through chatrooms. Similarly, this study recommends that SMEs need to have a balance between being sales oriented and profit oriented. They should as well focus on creativity other than being monopolistically driven. | en_US |
| dc.identifier.uri | http://hdl.handle.net/20.500.12306/13034 | |
| dc.language.iso | en | en_US |
| dc.publisher | Kampala International University, College of Economics and Management Sciences . | en_US |
| dc.subject | Small and Medium Enterprises | en_US |
| dc.subject | Marketing strategy | en_US |
| dc.subject | Profitability | en_US |
| dc.subject | Mogadishu, Somalia | en_US |
| dc.title | Marketing strategy and profit maximization of Small and Medium Enterprises in Mogadishu, Somalia. | en_US |
| dc.type | Thesis | en_US |