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STRATEGIC MARKETING MANAGEMENT IN SMES: THE CASE OF L?LEBURGAZ
(Mehmet Akif Ersoy Univ, 2023) Saylan, Onur; Esmer, Yusuf; Celik, Pelin
Due to the changing conditions and new developments in the business world in recent years, SMEs in Turkey need to adopt a strategic marketing management approach in order to be successful and gain competitive advantage. Strategic marketing management, on the other hand, is the process of managers developing marketing strategies by identifying the strengths and weaknesses, threats and opportunities of the business towards marketing and applying these strategies. In this study, it is aimed to develop strategies for the marketing activities of these enterprises and to contribute to the relevant literature by making strategic analyzes of SMEs in the context of marketing, based on the example of Luleburgaz. For this purpose, first of all, the strengths and weaknesses, threats and opportunities of 17 SMEs operating in Luleburgaz district were determined by using the SWOT analysis technique. Then, based on the data obtained, 4 basic marketing strategies were developed by applying the expert opinion and using the SWARA method. These; (1) using quality materials and producing quality products to sell quality products, (2) developing a digital customer relationship management system, (3) engaging in digital and social media marketing activities, (4) reducing raw material costs.