Marketing Capability of Micro and Small Enterprises in North East Amhara, Ethiopia

Abstract

The development of Micro and Small Enterprises (MSEs) has been playing a crucial role in poverty reduction and unemployment. This study was conducted to examine the marketing capability of micro and small enterprises in manufacturing sector in North East Amhara, Ethiopia. The target of the study was MSEs’ owners and/or managers and employees. Accordingly, the data was collected from 77 samples by using questionnaire and interview. The major findings of the study are majority of samples’ age was found between 32 and 38 years old. Moreover, MSEs have capability to generate information to and from the internal market, dissemination of information and responding required information for concerned internal market/employees. Moreover, majority MSEs have no system to understand employee’s expectation, labor market of the sector, personnel policy of competitors, employee’s policy and employees’ capacity building. In general, most of MSEs are not in a position to utilize their internal market potentials because of unavailability of system to generate, disseminate and respond required information from and to their employees. Therefore, MSEs should develop system to enhance the use of information on internal market and to make the right decision about internal market and the enterprise at large.