Role of Marketing Strategy in Supporting Entrepreneurship Development: A Study of Small and Medium Sized Enterprise (SMEs)

Abstract

Abstract. Marketing is an important element in successful entrepreneurship development. Elements of the marketing mix can influence decision-making in purchasing by consumers in daily life. Thus, this study was conducted to examine the role of marketing strategy in contributing to the development of entrepreneurs in Small and Medium Sized Enterprises (SMEs). This study uses quantitative methods. The sample consists of 275 entrepreneurs involved in this study who run businesses in Kedah and Perlis. The results indicate that role of marketing strategy and entrepreneurship development represented R² 55.20 percent was due to other external factors. The study found that entrepreneurship development is influenced by two dimensions, namely promotion, and distribution. Next, this research contributes to the literature that focuses on the development of existing customer satisfaction. In addition, this research has implications for potential SME entrepreneurs to apply a mix of marketing strategies effectively and efficiently in the sales environment. Finally, the implications for theory and practice in detail as well as future research proposals are also discussed.

Keywords: Marketing strategy; Small and Medium Enterprise; Entrepreneurship Development; Entrepreneur