PROMOTION STRATEGY IN SMES

Promotion Strategy in SMEs

Abstract

Due to the increasing pace of technological change and in order to remain competitive, planning gains more importance in all companies, including small and medium-sized enterprises (SMEs). However, existing planning tools do not correspond to SME-specific needs; restricted resources often render their implementation difficult. The research is proposes a novel concept: the Opportunity Landscape. Its main purpose will be to make relevant technological information available to decision-makers in order to anticipate future developments and to act accordingly. The concept is develop and describe in detail and then illustrate by means of a case study conducted in a mid-sized company.

Table of Content

Abstractii

CHAPTER 1: INTRODUCTION1

Outline of the Study1

Problem Statement1

Rationale1

Aims and Objectives2

Significance2

Research Question/Hypothesis2

Theoretical Frame work3

Limitation of the Study4

Ethical Concern5

Validity6

Reliability7

CHAPTER 2: LITERATURE REVIEW8

Barriers to the implementation of CP in British SMEs11

Methodology for prioritizing the CP barriers - analytic hierarchy process14

Focusing on current CP strategies15

Exporting and the link with entrepreneurship18

Export problems and the link to withdrawal from overseas activities22

Stage 1: Summary of the quantitative findings used as a basis for the interviews25

Stage 2: Summary of the qualitative findings28

Export readiness and information gathering28

Export readiness and the link with knowledge on procedural factors30

Export readiness and the impact of competitive issues32

Assistance requirements33

Product development planning and process34

Analysis of market requirements36

CHAPTER 3: METHODOLOGY39

Research Design39

Primary or secondary / Qualitative or Quantitative39

Mix Research40

Case Study42

Data Collection Method44

Data Analysis44

CHAPTER 04: DISCUSSION46

Background: Manufacturing improvement programs for better strategic actions on the part of SMEs48

Goals52

Concept52

Definition of relevant strategic fields and issues52

Definition of focus53

Visualization53

Definition of gatekeepers54

Gatekeepers' tasks and reporting55

Taking action from insights and updating the opportunity landscape55

Strengths and weaknesses56

CASE STUDY57

Implementation project60

Continuation61

Lessons learned63

CHAPTER 05: CONCLUSIONS65

References68

CHAPTER 1: INTRODUCTION

Outline of the Study

Today, emerging small and medium-sized enterprises (SMEs) find themselves in an environment of constant technological change (Tschirky, 2008: p. 67). These changes may become a significant threat when ignored by the company, but they may as well become valuable opportunities in case of anticipation. The growing awareness and the will to take advantage of this has led to a broader interest in the field of Technology Intelligence (TI).

Problem Statement

The concept of the Role, Scope and Importance of Promotion Strategy in SMEs develop and describe in detail and then illustrate by means of a case study that will be conducted in a mid-sized company. Results will be provide by this study are extremely important for improving public promotion of manufacturing programs.

Rationale

According to Kohler (2008: p. 557), Technology Management as an integrated task of general management leads to more innovative SMEs. For such companies, technological expertise in administrative management, due to controlling interest in production or development, leads to optimal employment of technology. Corporations additionally have the opportunity for acquiring external knowledge to support their decision-making by getting specialists to join the Board of Directors. Even though basic approaches in the field of TI exist, and the above-mentioned opportunities are being turned to account, technology goals and appropriate planning are still not common on the strategic level. For example, there is a need to present these practices not only in terms of their ...