Sme Challenges to Market Strategy Implementation a Case Study of Alegon Engineering Ltd, Rubaga, Kampala

Abstract

The study identified SME challenges to market strategy implementation, with the objectives: To identify the utilized marketing strategies in the SMEs, to find out the challenges faced in implementing the marketing strategies by SMEs, to suggest solutions to challenges faced in market strategy implementation by SMEs. It was carried out on Nabunya Road businesses, Rubaga Division, Kampala district. In order to achieve the objectives of the study, both qualitative and quantitative data collection techniques were used on the 40 owners and employees of the businesses who were sampled through random sampling technique.

The study revealed that SMES mostly utilise Social media and pricing as marketing strategies but Trade Associations, donations, Small groups are other strategies embraced. It was also revealed that in implementing the marketing strategies, SMEs face challenges and these include market changes, limited access to finances, motivation, insufficient information, poor infrastructures, competition and limited space. The study also suggested solutions to the above problems which included focus on issues not businesses, setting goals and objectives of the firm, timing the strategy, network relationships, increasing business communication research and establishing product line.

In conclusion, marketing strategies implementation is a tool to operating SMEs for their survival and growth since they contribute a lot to the development of the economy.

It was recommended that SMEs should be innovative in operating business activities to easily cope up with competition from other businesses in the same line of production.

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