IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-032-14174-3_9.html

Strategic Marketing Planning in Small and Medium-Sized Enterprises (SMEs)

In: Entrepreneurship and Small and Medium-Sized Enterprises (SMEs) in Africa

Author

Listed:
  • Emelia Amoako Asiedu

    (Ghana Communication Technology University, Department of Marketing)

  • Priscilla Ntriwaa Otuo

    (University of Ghana)

  • Theresa Obuobisa-Darko

    (Ghana Communication Technology University)

  • Ivy Adjei Nketiah

    (Wisconsin International University College)

Abstract

Strategic marketing planning is critical for the success of small and medium-sized enterprises (SMEs) as it helps them identify and capitalise on market opportunities. However, many SMEs struggle to develop and implement a strategic marketing plan due to limited resources, lack of expertise, and unclear goals. This paper explores the importance of strategic marketing planning in SMEs and provides practical insights on how to develop an effective marketing strategy. The paper highlights the key elements of a strategic marketing plan, including market analysis, segmentation, targeting, positioning, and the marketing mix. It also discusses the challenges faced by SMEs in implementing a strategic marketing plan and provides recommendations on how to overcome them. Ultimately, this paper emphasises the need for SMEs to prioritise strategic marketing planning as a means of driving growth, building customer loyalty, and achieving a competitive advantage.

Suggested Citation

  • Emelia Amoako Asiedu & Priscilla Ntriwaa Otuo & Theresa Obuobisa-Darko & Ivy Adjei Nketiah, 2026. "Strategic Marketing Planning in Small and Medium-Sized Enterprises (SMEs)," Springer Books, in: Emelia Amoako Asiedu & Richard Kofi Asravor & Robert Ebo Hinson & George Oppong Ampong (ed.), Entrepreneurship and Small and Medium-Sized Enterprises (SMEs) in Africa, chapter 9, pages 187-209, Springer.
    • Handle: RePEc:spr:sprchp:978-3-032-14174-3_9
    DOI: 10.1007/978-3-032-14174-3_9
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a
    for a similarly titled item that would be available.

    More about this item

    Keywords

    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-3-032-14174-3_9. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.