A STUDY OF THE MARKETING ACTIVITIES OF SMALL AND MEDIUM ENTERPRISES IN THE TEMA METROPOLIS

ABSTRACT

This study examined the marketing activities of 156 Small and Medium Enterprises (SMEs) in the Tema metropolis. The study used primary data obtained through questionnaire. Purposive sampling was used to select the sample. Areas explored included the perception of SME owners about marketing planning, the activities they undertake in marketing their products and services, and the challenges they face in their marketing operations. Results of the study revealed that the SMEs generally perceive marketing planning as an important activity in their business operations. In spite of this perception, not all of them engage in marketing planning. Also, the major tools used by the SMEs in their marketing are product development, pricing, promotion and location as well as people, process and physical evidence.

Marketing challenges identified by the study included the inability of the business owners to undertake and implement marketing plans properly due to financial, logistical and personnel problems, lack of reliable marketing information and too many competitors on the market.

The study recommends that for SMEs in the study area to maximise their marketing gains and remain competitive, they must focus their marketing activities not only on the traditional marketing mix, but also on alternative approaches such as the segmentation, targeting and positioning, and guerrilla marketing.