Marketing strategies of small and medium size enterprises during recession in emerging economies: A case study of manufacturing SME’s in East Africa

Abstract

Small and medium-sized enterprises (SMEs) are at the forefront in most of the countries in spurring employment levels, innovation and growth. Despite the crucial role played by SMEs, the global crisis has brought them to their knees. The reason for this is that, they are generally small in size and have inadequate resources in terms of managerial competence, financial as well as information. In fact, with recession predominant, several firms have either failed or reduced their operational level. Considering these challenges, SMEs have no other option but to take various actions to survive. The purpose of the study is to determine the marketing strategies of small and medium-size enterprises during recession in emerging economies in East Africa countries (Kenya, Tanzania and Uganda). The specific objective is to explore marketing strategies employed by SMEs in East Africa countries in 2007-2009, to compare marketing strategies employed by SMEs in East Africa and those in European countries, to establish SME marketing strategies response to the recession, to link the SME marketing strategies with performance in 2007-2009 and to identify the challenges faced by SMEs implementing marketing strategies during recession.