Strategic Marketing Planning Practice in SMEs and A Case Study in Turkey

Abstract

This study aims to find whether strategic marketing planning is adequate in Small and Medium-sized Enterprises. Without efficient marketing, it is almost impossible for businesses to compete with others or to continue their businesses. This research studies the strategic marketing planning practices in SMEs in the Diyarbakır province of Turkey. The study was conducted on businesses in an organized industry site of Diyarbakır. For data collection, semi-structured interviews were made. The population of the research consists of people in charge of the SMEs. The results show that the SMEs on which the study was conducted were not on an adequate level when it comes to strategic marketing planning. According to the findings, the businesses in the study used dynamic pricing. The reason for this practice can be competition, exchange rates and the fluctuations in interest rates.