Impacts of marketing mix strategy to small and medium enterprises (SMEs) performance

Tee, Jing Ting (2018) Impacts of marketing mix strategy to small and medium enterprises (SMEs) performance. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

Nowadays,marketing strategy play a major role in addressing inefficiencies and make a fundamental contribution to the performance and competitiveness of enterprises mainly for SMEs.Hence,most of the firms have also started to implement at least one type of marketing strategy which is marketing mix strategy in their business arena.However,SMEs faced many problems such as does not fully understand about the impacts of marketing mix strategy to their firms.Despite of the growing importance of marketing mix strategy,this research aims to increase the understanding of marketing mix strategy and SMEs performance.There were three main objectives in this research.Firstly,the research objective is to identify the elements of marketing mix strategy.Secondly, to examine the impacts of marketing mix strategy on small-medium enterprise (SME) performance in Malaysia and finally, to investigate the most important element of marketing mix strategy that will impact on SMEs performance.The data were collected using questionnaires survey from 210 SMEs in the state of Johor and Melaka. Data analysis was undertaken using SPSS software package version 20.The multiple regression analysis shows that SMEs are implementing various kinds of marketing mix strategies and these strategies would offer a lot of impacts to the company.The adoption of marketing mix strategy is significant related to performance of SME firms and it plays an important role to enhance firms’ performance.

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