An Analysis of Marketing Strategy in Small-and-Medium-sized Colombian Enterprises

Mónica Franco-Ángel; Mariam Rabih  Awad Urbano

doi:10.18046/j.estger.2022.165.5286

Autores

Mónica Franco-Ángel Associate Professor, School of Business and Economic Studies, Icesi University, Cali, Colombia.
Mariam Rabih Awad Urbano Student, Department of Management, Birkbeck College - University of London, London, United Kingdom.

DOI:

https://doi.org/10.18046/j.estger.2022.165.5286

Palavras-chave:

PME, estratégia de marketing, capacidades dinâmicas, capacidades de marketing, Gestão de PME

Resumo

Este estudo analisa a estratégia de marketing implementada nas PMEs, por isso, foi realizado um estudo de caso com oito empresas manufatureiras colombianas, com mais de dez anos de criação e mais de cinquenta funcionários. Os resultados mostram que essas empresas não seguem os modelos tradicionais de marketing sem ter processos formais e estruturados. A estratégia de marketing deve-se a conhecer a seus clientes, com os quais está muito próximo, desenvolver produtos inovadores que atendam suas necessidades, estruturar seus custos para oferecer um preço competitivo e comunicação constante do valor que produz ao mercado. Conclui-se que estas empresas seguem uma estratégia de marketing que permite a sua sustentabilidade e competitividade de acordo com a disponibilidade dos seus recursos.

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