Marketing Communication Strategies of Micro and Small Enterprises: Case Study in Bahir Dar
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Date
2010-06
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Addis Ababa University
Abstract
The contribution of Micro and Small Enterprises in alleviating poverty and in initiating
economic development is found tremendous. Unfortunately, the development and contribution of
MSEs in Bahir Dar could not be significant as expected or required. They have being faced
financial and infrastructural constraints. Besides, they are involving in the competitive business
environment with big firms and companies, and in the society who have long standing attitudinal
problem towards MSEs and their products. Generally, MSEs in Bahir Dar are found in the
deficiency situation of generating customers for their products and services. The aim of the
research, therefore, is exploring the marketing communication strategies used by MSEs in Bahir
Dar, analyzing those marketing communication strategies within the frame work of marketing
communication principles, and identifying appropriate marketing communication strategies that
suit the business and socio-cultural context of the study area. The researcher used qualitative
research method and in-depth individual interview and focus group interview as data gathering
instruments to perform the study. The outcome of the research has indicated that MSEs have not
used appropriate marketing communication strategies and in the way that could tackle those
business and socio-cultural problems. They rarely and inefficiently used media publicity,
exhibition and word-of-mouth marketing communication tools. But, the application of only
commercial marketing techniques and to such level could not be efficient in this business and
socio-cultural environment. And implementation of social marketing technique is crucially
important to tackle long standing and deep rooted negative attitude of the society to MSEs and
their products in addition to appropriate application of publicity and word-of-mouth marketing
communication.
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Keywords
Micro and Small Enterprises