Marketing Strategies of Micro, Small, and Medium Manufacturing Enterprises: Theory-Practice Nexus in Selected Towns of Western Ethiopia
Keywords:
Marketing Strategy, MSMMEs, Manufacturing Enterprises, Marketing Theory- Practice NexusAbstract
Micro, Small, and Medium Manufacturing Enterprises (MSMMEs) play a crucial role in industrial development and economic resilience in developing economies. However, they face persistent marketing challenges in rapidly changing environments. This study investigated the alignment between marketing strategy theory and practice among MSMMEs. Data were gathered from 234 managers and owner-managers through questionnaires and direct observation. The data were analyzed using the Statistical Package for Social Science (SPSS) version 24. The results reveal that most enterprises are market-oriented (77%), producing goods based on customer needs and demonstrating a strong understanding of marketing’s strategic importance. Common marketing frameworks such as Porter’s generic strategies, Ansoff’s product-market growth strategies, the marketing mix, and market positioning were applied to a moderate extent, indicating a reasonable alignment between theoretical concepts and practical implementation. Market diversification and cost reduction emerged as the most commonly used strategies, with pricing decisions (70.5%) often driven by costs. While many enterprises (73%) recognize their unique selling propositions, survival rates tend to decline over time due to financial, market, and managerial limitations. Marketing communication remains primarily informal, relying on word-of-mouth (47%) and local advertising (40%). The study recommends adopting market-driven pricing, digital promotion, and improved marketing execution capabilities to enhance long-term competitiveness and sustainability.
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