Marketing Strategy for SMEs in Emerging Economies

Inhaltsverzeichnis (Table of Contents)

• CHAPTER ONE: INTRODUCTION
• Introduction
• Overview Mexican SMEs
• Limited Use of Marketing Research
• General Objective
• Specific Objectives
• Research Questions
• Conclusions
• In Mexico Marketing is Commonly Confused With Advertising
• SMEs Should Focus Their Efforts in Marketing, Rather than in Production
• Mexican SMEs are Over-Focused In Pricing Strategy
• CHAPTER TWO: REVIEW OF LITERATURE ON BRANDING AND BRAND MANAGEMENT
• Introduction
• The Importance of Marketing for Mexican SMEs
• The Cultural Problem of Mexican SMEs
• Branding Strategies and Brand Management on SMEs
• Mission/Vision
• Business Definition
• Values, Philosophy and Company Culture
• Employer Branding and Personal Branding
• Topics Still Uncovered of Brand Management and Their Effects on SMEs
• Balanced Scorecard and Their Relation With Brand Strategy
• Nation Branding
• The Dynamic Approach of Branding, Marketing Mix and SIVA
• Product-Solution
• Price and Value
• Distribution Channels - Access
• Promotion- Information
• Conclusions
• CHAPTER THREE: RESEARCH METHODOLOGY
• Methodological Approach
• Justification for Triangulation Method
• Quantitative Research
• Qualitative Research
• Data Reliability
• Conclusions
• CHAPTER FOUR: PRESENTATION OF RESULTS
• Introduction
• Findings of Quantitative Research
• Legally Registered Brands in SMEs
• Mission and Vision Statement
• Establishment of Marketing Plan in SMEs
• Key Performance Indicators and their Alignment with the Brand Strategy
• Marketing Concept Since the Perspective of SMEs
• Brand Positioning and Strategies in Mexican SMEs
• Competitive Advantage of SMEs
• Investment in Marketing and Brand Development
• Most Important Issues About the Brand Management
• Findings Qualitative Research
• CHAPTER FIVE: ANALYSIS OF DATA
• Analysis Framework
• Summary of the Research Qualitative and Quantitative Data
• CHAPTER SIX: CONCLUSIONS AND RECOMMENDATIONS
• Conclusions
• Do Mexican SMEs Have Legal Registered Brands?
• Do Mexican SMEs Already Have Marketing/ Branding Strategy?
• Do SMEs Align Their Corporate Mission and Vision with Their Brand strategy?

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This dissertation investigates the challenges faced by Mexican Small and Medium-Sized Enterprises (SMEs) in terms of competitiveness and their limited adoption of brand management principles. The central objective is to identify the marketing and branding shortcomings that hinder the competitiveness of these enterprises in a globalized market. The research seeks to uncover the reasons behind the lack of focus on marketing, branding, and strategic planning within Mexican SMEs, highlighting the potential impact on their success and sustainability.

• The role of branding in promoting SME competitiveness in Mexico
• The impact of cultural factors on SME branding practices in Mexico
• The importance of marketing research and planning for Mexican SMEs
• The challenges of implementing branding strategies in a dynamic and competitive environment
• The need for a shift in focus from production to marketing within Mexican SMEs

Zusammenfassung der Kapitel (Chapter Summaries)

Chapter one introduces the research problem of the lack of competitiveness among Mexican SMEs. It provides an overview of the Mexican SME landscape, highlighting their limited use of marketing research and the prevalence of a production-focused mentality. The chapter also outlines the general and specific objectives of the research, along with the research questions. It concludes by summarizing the key findings and implications of the research, emphasizing the importance of focusing on marketing and branding for SME success.

Chapter two delves into the existing literature on branding and brand management, specifically within the context of SMEs. It examines the significance of marketing for Mexican SMEs, analyzing the cultural challenges that hinder the adoption of branding practices. This chapter explores various aspects of branding strategies and their implementation in SMEs, including mission and vision statements, business definition, value propositions, and the role of employer and personal branding. It also examines the relationship between branding strategies and the Balanced Scorecard, and the concept of Nation Branding.

Chapter three details the research methodology employed in the study. It outlines the triangulation approach, which incorporates both quantitative and qualitative methods, including questionnaires and group interviews with SME business leaders. The chapter further explains the rationale for choosing this mixed-methods approach and justifies the data collection techniques. It addresses the importance of data reliability and concludes by summarizing the key methodological considerations.

Chapter four presents the findings of the research, analyzing the data collected through both quantitative and qualitative methods. It examines the extent to which Mexican SMEs have legally registered brands, the prevalence of mission and vision statements, and the level of investment in marketing and brand development. This chapter also explores the extent to which SMEs align their marketing strategies with their branding efforts, and the challenges they face in establishing a competitive advantage.

Schlüsselwörter (Keywords)

The central keywords and focus topics of this dissertation encompass the challenges and opportunities associated with brand management within Mexican SMEs. Key areas include: SME competitiveness, marketing principles, branding strategies, cultural influences on branding, marketing research, brand positioning, and the impact of globalization on Mexican SMEs. This research also delves into the specific challenges faced by SMEs in aligning their corporate mission and vision with their brand strategy. The overall aim is to provide insights and recommendations for promoting the successful implementation of branding and marketing practices within the Mexican SME sector.