A Marketing Strategy for Small and Medium Enterprises

Abstract

Small and medium enterprises (SMEs), in Indian context, constitutes of a larger share of GDP, GNP, employment potential and occupation of masses. These enterprises have left remarkable spot on the every field of Indian economy, but, in overall, they are far behind their larger counterparts in other parts of the economy. With representing largest share of industrial activities, SMEs are heterogeneous in nature. The paper highlights that marketing strategy for SMEs is necessary, which can be developed by developing a suitable business environment. The author also elaborated that business environment in Indian SMEs is not conducive and needed training, proactiveness, favourable tax structure, reformed labour laws and sufficiency of infrastructure facilities. In addition to this, it is also emphasized that these enterprises can enhance their business environment by adopting certain financial and non-financial measures. This paper is also structured with an objective to provide a framework to help SMEs to design suitable strategies to face effective and enhancing competitiveness.