Exploring branding as a strategic marketing management tool for small and medium-sized enterprises sustainability in Mbabane Eswatini
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Date
2022
Authors
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Journal ISSN
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Publisher
University of Namibia
Abstract
This study explored branding as a strategic marketing management tool for
small and medium sized enterprises’ sustainability in Mbabane Eswatini. The
interpretivist research philosophy was used. On methodology the study also
used a qualitative approach and case study design. Interviews were used to
collect data from purposively sampled SME owners and employees in
Mbabane Eswatini. Three SME owners and twelve employees were selected
to take part in the study. Literature was reviewed to understand what other
researchers have written on similar and related topics. In the literature Aaker’s
brand equity model that guided the study was discussed. The findings of the
study showed that though SME owners and employees were aware of
branding and that it could be used as a marketing management tool, they don’t
use it often due to time constraints and lack of resources. Findings also
showed that SMEs in Mbabane use limited marketing and customer relations
marketing management strategies. The study recommends that SMEs should
budget for branding and ensure that they often use branding as a marketing
management tool to promote their products and markets and ensure business
sustainability. The study also recommends that SMEs should broaden their
customer relations marketing management strategies and embrace strategies
such as drafting easy customer product return policy, making use of digital
platforms to enhance regular interaction with customers, developing a
customer data base to make it easy to track and interact and give information
to customers. Another recommendation was that, SME owners and
employees should be trained in branding and marketing so that they
understand these concepts and are able to apply them properly and effectively
for the growth and sustainability of SMEs
Description
A thesis submitted in partial fulfilment of the requirements for the degree of master in business administration management strategy
Keywords
Sustainability, Small and medium sized enterprise, Marketing management tool, Branding