Marketing in Small Medium Enterprises (SMEs); case in Craft Industry in Padang

Gesti, Permatasari (2012) Marketing in Small Medium Enterprises (SMEs); case in Craft Industry in Padang. S1 thesis, Universitas Andalas.

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Abstract

The purpose of this paper to contribute of understanding the marketing activities and how the concept of marketing is seen and put into practice in crafting industry especially and Small Medium Enterprises (SMEs) for general. The study offers an insight into the little researched area of determining marketing activities within SMEs. It brings empirical evidence of the difference between what SMEs do and marketing theory through analysis using the level of marketing from Carson's model. Carson's model will shows the identification of activity and marketing level in SMEs. The activity consist of market knowledge, competitive advantage, customer, marketing, pricing, promotion, after sales service, product, distribution, competitors, market information. This research was conducted among SMEs in ten creating industry in Padang-West Sumatera, Indonesia. The study using interview to provide a profile of marketing activities in crafting industries in Padang. The results show that the SMEs vary depending on promotion and customer loyalty. The research expected to be guidelines for owner and also the reader can understand about the SMEs as important aspect in the development of the economy because small businesses are provider ofemployment and create new jobs in reducing the unemployment rates.

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