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Research Proposal
SME’s Marketing for Survival in Pakistan: Case Studies of Restaurants, Book stores and Grocery stores
Group: Nabeel Ahmed Khan Shoaib Nawaz Mazhar Saeed Umair Zahid
FACULTY OF MANAGEMENT STUDIES
UNIVERSITY OF CENTRAL PUNJAB
LAHORE.
NOVEMBER 2012
Title
“SME’s marketing for survival in Pakistan: case studies of restaurants, book stores and grocery stores”.
Small medium enterprises have a value of backbone in economy of any country. In Pakistan SME’s have vital in contribution of total GDP. SME’s (small medium enterprises) contribute almost 93 percent of Pakistan total businesses. SME’s poor performance results in poor overall economy of the country. The reason for their poor performance is their poor marketing technique. They only market to survive in industry and earn their livelihood, even most of SME”s don’t dare to dream to go big. This study will investigate the reasons for this. We selected three industries which are totally different in every aspect so that we can generalize the finding on the whole SME’s sector.
Abstract
The purpose of this study is to probe the reasons for SME’s to not adopt marketing practices seriously. Why they always do marketing just survive to in industry. Reasons for adopting informal marketing practices. And why most of time SME’s rely on reference or relationship marketing. This paper will represent findings of interviews of 30 SME’s owners aimed to demonstrate their view on their business and motives for adopting marketing as jus survival strategy. Findings of this study will help us to answer the questions that why SME’s have limited marketing capacity and limited marketing practices. They SME’s only rely 3 or 4 marketing practices. Why don’t they practice marketing in whole. In practice SME’s and large organizations marketing techniques are totally different. At the end this research study is expected to give guidelines to SME’s about the effectiveness of marketing on their
SME’s Marketing for Survival in Pakistan: Case Studies of Restaurants, Book stores and Grocery stores
Group: Nabeel Ahmed Khan Shoaib Nawaz Mazhar Saeed Umair Zahid
FACULTY OF MANAGEMENT STUDIES
UNIVERSITY OF CENTRAL PUNJAB
LAHORE.
NOVEMBER 2012
Title
“SME’s marketing for survival in Pakistan: case studies of restaurants, book stores and grocery stores”.
Small medium enterprises have a value of backbone in economy of any country. In Pakistan SME’s have vital in contribution of total GDP. SME’s (small medium enterprises) contribute almost 93 percent of Pakistan total businesses. SME’s poor performance results in poor overall economy of the country. The reason for their poor performance is their poor marketing technique. They only market to survive in industry and earn their livelihood, even most of SME”s don’t dare to dream to go big. This study will investigate the reasons for this. We selected three industries which are totally different in every aspect so that we can generalize the finding on the whole SME’s sector.
Abstract
The purpose of this study is to probe the reasons for SME’s to not adopt marketing practices seriously. Why they always do marketing just survive to in industry. Reasons for adopting informal marketing practices. And why most of time SME’s rely on reference or relationship marketing. This paper will represent findings of interviews of 30 SME’s owners aimed to demonstrate their view on their business and motives for adopting marketing as jus survival strategy. Findings of this study will help us to answer the questions that why SME’s have limited marketing capacity and limited marketing practices. They SME’s only rely 3 or 4 marketing practices. Why don’t they practice marketing in whole. In practice SME’s and large organizations marketing techniques are totally different. At the end this research study is expected to give guidelines to SME’s about the effectiveness of marketing on their