The Importance of SMEs to Markets Essay

It is really of import for SMEs to look at the jobs and the restrictions to pull a realistic solution in order to get the better of the defects. Selling is one concern that must be used suitably by the enterpriser to launch and develop the new venture successfully.

Selling should be enhanced and improved with experience. Owner should utilize their strengths to get the better of their failings, learn from errors and measure what went incorrect in order to avoid such errors in future, learn from successes and measure all of the fortunes that contribute to success. ( Gilmore et al. , 2001 )

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Fiscal Issues

Fiscal establishments refuse to impart any money to SMEs unless they produce formal programs which show there is an on-going and realistic committedness to selling planning. So, to work out the fiscal restraints of SMEs, they need to bring forth formal programs that will sketch the way in which the company is headed.

Logos and hallmark

As the SMEs lay much accent on Quality and Presentation, good designed Sons and registered, popular hallmarks would hold been an extra benefit for them. These are really powerful ways of capturing and communicating a message of quality. Owners must be cognizant that clients look for securities and reassure that merchandises they are purchasing are non imitative. Introducing a typical logo and hallmarks and being able to transport the same message of quality to different people over clip present existent challenges for SMEs but it besides guarantees long term acknowledgment and success. Require considerable investings of resources and committedness bearing in head that consequences will be obtained merely over future.


Packaging is frequently neglected by proprietors they feel that the packaging will be of no usage to the clients. This is erroneous construct. Merchandise when presented beautifully, add value and prestigiousness to the already expensive merchandise. Good packaging besides communicates a message of quality. Hence packaging should be entirely designed and revised sporadically to keep the prestigiousness of the merchandise.

Promotion Schemes

From the study, we have seen that merely a few SMEs make usage Media. The key to pulling these new concerns is visibleness. Too many resellers rely on word of oral cavity and make really small active selling. Good quality product/service merely does non convey clients. Communication Channelss are needed to make consciousness ; other agencies of advertisement should be pursued and much accent demands to be laid on media. To pull maximal clients, SMEs must do us of those media which are most viewed and in used by clients. SMEs can do usage of SMS, monthly newssheet, direct mail, and telecalling to aim focal point group.

Booklets and Booklets

Continuously administering of booklets and booklets will do SMEs presence felt in the populace, this will draw clients their manner.

Market Research

SMEs need to execute Market Research in order to find client demands. Merely market information can find strategic cleavage and aiming. The success of accommodations to the selling mix is tracked by consumer research. Unfortunately, successful enterprisers withdrew from such formal research methods of garnering market information, which is an of import facet of their selling activities. Entrepreneurs should reconsider this issue and look into it.

Customer Database

SMEs in Mauritius must pull off their client database so as to place which are the most profitable clients and as such provide a more individualized service to them. By supplying differentiated service to their most profitable clients, SMEs will increase their lifetime value to these clients.

Customer satisfaction

Customer satisfaction is a critical portion of marketing strategy- concern for clients is a positive contemplation of sensitiveness to client feelings. Concern for client satisfaction must be stem from direction and must widen to every member of the staff within the organisation. After gross revenues there is a demand to guarantee client satisfaction even though the merchandise has moved through a channel of distribution and is several phases off from the manufacturer

Using Segmentation in Customer Retention

SMEs need to use Segmentation to better their client keeping. It besides helps to guarantee that they are focused on retaining their most profitable clients and using these tactics most likely to retain these clients.

Follow up

SMEs need to interact with the clients and inquire them for their feedback all the clip, if there are any grudges and unsatisfaction, follow up demand to be done on that and if something is awry they decidedly need reexamine it and seek to rectify it whenever possible.


The authorities of Mauritius need to supply support in the signifier of customized preparation in both selling, mentoring and support leting companies to be self sufficient in their ain research activities so that they can stay within their budgets. Training should include appropriate mix of interpersonal and proficient accomplishments.

Merely a little proportion of any organisation & A ; acirc ; s staff comes into contact with clients. These frontline people are expected to stand for the organisation and they will be seen in that function by their clients. They must be supported by an organisation that is clear on the demand for a client focal point and which actively guarantee that the selling construct is understood recognized and acted upon by everybody.

Gross saless staff should be on a regular basis trained so as to be able to offer the best of their ability elucidations and proficient specifications information requested to client


Gross saless mercantile establishments are important determiners to merchandise success. The merchandise offering demand to be accessible in the topographic point and at the clip it is needed by the mark market. It must be possible for people to happen the location easy and ambiance demands to be welcoming.

SMEs Trade carnival

SMEs should be encouraged to take part more in trade carnivals. These events represent valuable beginning of experience which besides enable SMEs proprietors to prove possible market for their merchandises. SMEs proprietors will be given an chance to cognize more about their rivals, merchandises of rivals and gross revenues channels through anon. treatments with rival staff nowadays at the trade carnival

Become Visible

If clients are non coming to them, SMEs should travel to clients, this will assist them be more in the public oculus. They may make so by puting up a booth near a shopping promenade or hypermarkets and get down speaking to people about thier merchandise or service. The more that people see them around the community being involved in events, the more clients will come to you. SMEs can besides acquire involved in charitable organisations to assist raise consciousness of a cause.


A trade name can distinguish a concern and do it stand apart from the competitors. & A ; Acirc ; SMEs by and large feel that stigmatization is for the large companies and that they can merely afford to concentrate on merchandise and monetary value. SMEs can besides construct good trade names by developing a well-planned trade name scheme to successfully distinguish their merchandises and services from their rivals. This helps them to increase the market size, sustain the market portion, viing on properties which is non merely a monetary value.

Niche Market

SMEs need to look for Niche market as it stands a greater opportunity of success because of neutrality on the portion of big concerns. When new merchandises come onto the market, they typically aim to fulfill the wants of the bulk. This ever leaves the minority with a less than satisfactory solution or sometimes, no solution at all. This leave spreads in the market for specialized applications or unusual designs, gustatory sensations, sizes and so on. It is these spreads which can supply a growing base for smaller houses. SMEs need to track new merchandises and services within their sector, and develop solutions which pick up demand which is neglected by the larger companies

Selling Plan / Feasibility Study

SMEs need to develop their selling program as effectual selling program consist of of import things that help tauten win. First, it helps the concern to understand non merely the merchandise but the industry every bit good. It helps in placing major tendencies that is associated with major economic or demographic alterations, like economic rhythms, aging population, and so on. Other tendencies interact with these, such as, the increasing usage of the cyberspace, and so on. Following, it helps to place the mark market for the merchandise and who are the rivals. Harmonizing to which the company specify their merchandise pricing, distribution, and positioning in the market. Marketing program will therefore forestall SMEs from traveling off path.

Online schemes

The bulk of SMEs are non connected to the Web. SMEs need to measure their online schemes to guarantee they are non left behind in this fast-paced environment. Understanding the hereafter of on-line channels is a must for any organisation that hopes to vie efficaciously in today ‘s technology-centric universe. As consumers use the cyberspace more, SMEs will progressively hold to guarantee their web presence is effectual if they hope to last

Social web site

Social Websites like facebook, chirrup, if used suitably, is an first-class resource for making more clients. Advantages that they will acquire from them are, they effectual communicating tool and offer cost effectual ways for SMEs to heighten their merchandise or service distribution webs.


You can distinguish your concern through your pricing scheme. By pricing your merchandises or services below that of the competition, you can to cut into their market portion by stealing some of their clients. Higher pricing can assist you cultivate an image of quality or prestigiousness. If using a low-price scheme, be certain that you can still stay profitable. If you offer higher monetary values, you may necessitate to besides offer extra services to pull clients, such as free bringing or extended concern hours.

Avoiding a Price War

From the study, consequences obtained show that SMEs compare monetary values with rivals so put their ain monetary value. Puting the lowest monetary value is non a strong place for little concern as larger rivals with more resources will destruct any little concern seeking to vie on monetary value entirely. SMEs need to understand the demand construction in their industry, review their costs and net income ends. The low monetary value scheme is best avoided by little concern. SMEs with solid pricing schemes can get away a monetary value war and low monetary value place.


SMEs need to cognize that apart from word of oral cavity, Networking is besides of a high importance to them. They have to keep good relationship with both purchasers and Sellerss in the market ; this will assist in increasing gross revenues and acquire more clients. Well spread web will assist merchandise acknowledgment. It will besides assist in bettering the services of the SMEs and therefore SMEs may change their merchandises harmonizing to the demands of consumers.

Whilst it is believed that the present survey has contributed to a more in depth apprehension of the selling schemes of SMEs, the consequences so viewed is merely a foundation for more thorough follow up research.


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