Marketing strategies and performance of smes in Ghana: a case study of yamoransa kenkey producers

Abstract

One of the most common ways that SMEs boost their performance is by using new marketing methods. Profitability, recognition of the brand, and market share are three metrics that this research looks at to gauge how well a company is doing in Ghana. A survey research approach was used to acquire the data. One hundred and twenty subject matter experts (SMEs) were selected at random. The effectiveness of various marketing methods was hypothesized and then evaluated. The study's findings, taken as a whole, support the idea that strategic marketing is a key factor in the success of organizations seeking to position themselves in a changing market. The study's findings also show that conventional advertising channels are favored by Ghana's small and mediumsized enterprises (SMEs) for reaching new consumers and strengthening existing ones. Intriguingly, just a minority of them employ cutting-edge technology to promote their offerings; small and medium-sized enterprises (SMEs) would do well to enhance their results by embracing cutting-edge technical marketing tools like mobile marketing. The results shed light on the importance of strategic marketing to the success of small and medium-sized enterprises (SMEs) in a globalized growing economy.