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The Marketing Strategies and Profitability Index of Small and Medium Enterprises (SMEs)



Ma. Alona Edma Sy, 2024. The Marketing Strategies and Profitability Index of Small and Medium Enterprises (SMEs). United International Journal for Research & Technology (UIJRT). 5(7), pp182-191.


Small and Medium Enterprises often face challenges in competing with larger companies due to limited resources, such as capital, technology, and marketing expertise. As a result, SMEs must adopt effective marketing strategies in enhancing the profitability of their business. This study used exploratory sequential design, a mixed method research approach that integrates qualitative and quantitative results to provide a more effective and comprehensive answer to a research question. This study used open-ended interview guide questions and a survey questionnaire to facilitate the survey. It is use to obtain information regarding the marketing strategy and profitability of SMEs in Sorsogon City. The respondents of this undertaking included 93 registered small, and medium business owners who are engaged in service and trade business in Sorsogon City.  Results show that SMEs are most likely to ‘Always’ utilize Price as a marketing strategy, Product, which SMEs ‘Often’ utilize, People strategy is ‘Often’ used by SMEs and on the other hand, Promotion and Place are strategies that SMEs ‘Sometimes’ use.  Focusing on improving the marketing strategies in the areas of place and promotion to achieve a more balanced an exceptional performance across all aspects may be done by conducting market research to identify opportunities, refining distribution channels for better reach and investing in innovative promotional campaigns campaigns to maintain the high levels of satisfaction in price, product, and people aspects.

Keywords: Small and Medium Enterprises (SMEs), marketing expertise, Exploratory Sequential Design, Marketing Strategy, Profitability

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