Since 2014
Exploring Marketing Mix Practices of the Tanzanian Manufacturing SMEs and Their Growth Dynamics
Journal of Economics, Trade and Marketing Management
View Archive Info| Field | Value | |
| Title |
Exploring Marketing Mix Practices of the Tanzanian Manufacturing SMEs and Their Growth Dynamics
|
|
| Creator |
Nyamanza, Dr. Upendo Brilliant Cornell
|
|
| Description |
The objective of the study was to examine how the manufacturing SMEs implement marketing mix strategies and therefore, its importance as a driver of growth potential. The study utilized qualitative, explanatory design adopted through cross-sectional approach. Both primary and secondary data was collected using semi-structured interviews and document analysis techniques respectively to a purposive sample of 12 manufacturing SMEs. Then, the interview transcripts and secondary data were analyzed using a thematic framework through Nvivo software:10. The results confirm that manufacturing SMEs in Dar es Salaam do implement marketing mix strategies but, not so well organized and that, they still perceive product and promotion decisions as most important predictor of their growth. Further, SMEs are aware of the importance of marketing mix decisions but, they make less use of them due to limited financial resources, marketing knowledge, and unfriendly external environment.
|
|
| Publisher |
Scholink Co., LTD
|
|
| Contributor |
—
|
|
| Date |
2020-09-28
|
|
| Type |
info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion Peer-reviewed Article |
|
| Format |
application/pdf
|
|
| Identifier |
http://www.scholink.org/ojs/index.php/jetmm/article/view/3294
10.22158/jetmm.v2n4p13 |
|
| Source |
Journal of Economics, Trade and Marketing Management; Vol 2, No 4 (2020); p13
2642-2417 2642-2409 |
|
| Language |
eng
|
|
| Relation |
http://www.scholink.org/ojs/index.php/jetmm/article/view/3294/3325
|
|
| Rights |
Copyright (c) 2020 Dr. Upendo Brilliant Cornell Nyamanza
http://creativecommons.org/licenses/by/4.0 |
|