Investigating the Marketing Performance within SME's

by

ACKNOWLEDGEMENT

For this research, I would like to thank my family, friends and specifically my supervisor, for supporting and guiding me throughout my journey of learning. Without their support, it would not have been possible for me to conduct this research.

DECLARATION

I, (Your name), would like to declare that all contents included in this thesis/dissertation stand for my individual work without any aid, & this thesis/dissertation has not been submitted for any examination at academic as well as professional level previously. It is also representing my very own views & not essentially which are associated with university.

Signed __________________ Date _________________

Table of Contents

ACKNOWLEDGEMENT2

DECLARATION3

CHAPTER 1: INTRODUCTION1

1.1.Introduction / Research Background1

1.2.Project Aim and Objectives2

1.3.Research Questions2

CHAPTER 2: LITERATURE REVIEW3

2.1.Difference in Small and Large Business Marketing3

2.2.Characteristics of SME marketing3

2.3.Significance of SME Marketing6

2.4.Marketing Performance and SME networks7

2.5.Marketing in SMEs8

2.6.SMEs Use of E-technology10

2.7.Use of Social Media11

CHAPTER 3: METHODOLOGY13

3.1.Quantitative Research13

3.2.Research Design and Process13

3.3.Participants14

3.4.Research Instrument14

3.5.Data Analysis15

3.6.Ethical Concerns15

3.7.Limitations15

CHAPTER 4: FINDINGS AND ANALYSIS17

4.1.Survey Findings17

4.2.Discussion34

CHAPTER 5: CONCLUSION36

5.1.Conclusion36

5.2.Recommendations36

REFERENCES40

APPENDIX45

Chapter 1: Introduction

Introduction / Research Background

Marketing is a key function of every organisation, no matter how small or large the organisation is. However, understanding of marketing may be low in small and medium sized enterprises (SMEs) as compared to large organisations. The function of marketing in SMEs is affected by variety of constraints. These constraints include business size, poor cash flow, tactical and strategic customer-related problems and lack of marketing expertise (Chaston, 1998; Doole et al., 2006). In spite of such restrictions or constraints, SMEs have been successfully using marketing strategies to generate business (O'Dwyer, Gilmore & Carson, 2009, p. 47). This has been due to the differentiated and innovative marketing practices adopted by the SMEs that have helped them increased their sales. Since SMEs do not have high level of resources as compared to the resources available to the large organisations, it is important for them to utilise cost effective marketing strategies (Golfetto & Gilbert, 2006, p. 908). Thus, SMEs use both online and offline marketing tools that are cost effective. These tools include networking, social media, relationship marketing, pay per click, search engine optimisation and so on. These tools help SMEs spread their message to a wide range of audience at a very low cost. It is important to understand the performance differentiated and innovative marketing tactics adopted by SMEs to understand which tools have been more effective than others. Therefore, the purpose of this study is to investigate the marketing performance of SMEs in UK.

Project Aim and Objectives

The aim of this study is to investigate the marketing performance of the SME's. This aim has been achieved through the following objectives:

To highlight the characteristics of SME marketing

To identify the marketing tools adopted by SMEs in UK

To examine the performance of various tools adopted by SMEs in UK

To suggest ways through which UK based SMEs can increase their marketing performance

Research Questions

The study answers the following research questions:

What are the characteristics of SME marketing?

What are the marketing tools adopted by SMEs in UK?

How is the performance of the various marketing tools ...