An Analysis of Marketing Strategy in Small-and-Medium-sized Colombian Enterprises

Abstract

This study analyses the marketing strategy implemented in SMEs. A case study is carried out with eight Colombian manufacturing companies with more than ten years of creation and more than fifty employees. The results show that these companies do not follow traditional marketing models, nor do they have formal and structured processes. Instead, their marketing strategy is based on understanding their customers, with whom they have a close relationship, by developing innovative products that meet their needs, structuring their costs to offer a competitive price, and constantly communicating the value they generate to the market. This article concludes that these companies follow a marketing strategy that allows them to be sustainable and competitive with the available resources.

Management of Strategic Risks for the Sustainability of SMEs in the Manufacturing Sector in Antioquia

“…SMEs are essential for growth, innovation, employment, social inclusion, and social sustainability [12]. This global reality is fundamental for Latin America and Colombia, where the production of goods and provision of services is mainly represented by SMEs [13]. In Colombia, according to DANE, SMEs generate 78% of the jobs in the country and represent 99% of the companies in the country [54].…”

“…They seek to reduce the negative impacts and improve the positive effects of the actions carried out in the organization; thus optimizing natural, economic and human resources [10,11]. In this sense, it is essential to focus these analyses on small and medium-sized enterprises (SMEs) since they are the most significant part of the business fabric and are fundamental for growth, innovation, employment, social inclusion, and social sustainability [12,13].…”