FORMATION OF THE MARKETING STRATEGY OF SMB COMMUNICATION ENTERPRISES

DOI: 10.31673/2415-8089.2023.040808

Abstract

One of the main criteria for the success of SMB enterprises is the increase in the number of sales, but this criterion cannot be met if the marketing strategy is not good enough. Marketing strategy is an important element of modern enterprise management.
The presence of unsolved and debatable issues regarding the formation of the marketing strategy of SMB segment enterprises led to the choice of research issues.
The purpose of the article is to consider the problem of forming a marketing strategy of small and medium-sized communication enterprises.
The article analyzes the peculiarities of marketing activities of enterprises belonging to small and medium-sized businesses.
Specific features unique to small and medium-sized businesses are identified and given. Strategies that can be used at SMB enterprises are summarized. Having a well-thought-out formalized marketing strategy, its adaptation to the conditions of the enterprise allows to use the strategic advantages of a small enterprise. The factors preventing the full implementation of the marketing strategy in the activities of small and medium-sized businesses are indicated. In particular, the most important of them are: the intuition of marketing activity, the lack of consistency between the marketing strategy and other strategies at the enterprise, the absence of a separate specialist who would professionally deal with marketing issues.
Without this strategy, it is impossible to define the target audience, understand their problems and offer their solutions. In order to attract the attention of small business customers, a marketing strategy should be prepared and consider that to gain an edge in the industry, you need to offer something new, consistent and smart. It is worth valuing networking, looking for non-obvious methods of promotion, cooperating, establishing publicity and valuable relationships, asking for reviews and opinions of customers.

Keywords: marketing activity, marketing strategy, business, medium-sized business, entrepreneur.

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