Marketing techniques and SMEs: evidence from Donegal

Abstract

The purpose of this dissertation was to gain a more profound understanding of the marketing techniques used by small medium enterprises (SMEs) in Donegal, thus, enhancing owner/manager’s decision making. By analysing the existing literature it was evident that research specific to marketing within SMEs was not extensive. Traditionally, marketing theory has been developed based on studies of larger organisations. This research aims to be particularly useful to SMEs within Donegal and Ireland, with regards to the usage levels of marketing and the true value achieved from such usage. A mixed methods approach of data collection was adopted which included semi-structured interviews with owner/managers of SMEs in Donegal and questionnaires were conducted at the “Donegal Enterprise Week” held on the 5th to 9th of March 2012. The study’s main focus was on areas of interest to students and SMEs such as marketing knowledge, perception and performance. Thus, the importance of marketing and owner/managers opinions are discussed in order to give a true understanding of the level of marketing undertaken by SMEs in Donegal. The findings indicated positive feelings towards marketing and showed that owner/managers play a dominant role in making key decisions. The results also showed the lack of financial resources SMEs face in Donegal, and also the lack of employing graduates which was disappointing. A number of areas discussed may help managers in making some key marketing decisions to aid business performance