Entrepreneurial Marketing Strategies for Small and Medium Enterprises

This report highlights the background of SMEs and the food service industry. It also discusses various methods of entrepreneurial marketing such as mouth to mouth marketing, email marketing, innovative marketing, social media marketing, cold calling, referral marketing, and hosting virtual events. The report provides insights into the advantages and disadvantages of each method and how they can be used to grow the business. The report focuses on Little Wonder Cafe as an example of an SME that uses innovative marketing and Cafe Pod as an example of an SME that uses email marketing.

Specific Knowledge
Understanding
Application

Table of Contents
Introduction......................................................................................................................................3
Main Body.......................................................................................................................................3
Conclusion.......................................................................................................................................7
References .......................................................................................................................................9

Introduction
The term small and medium enterprises are the enterprises which play an essential role
in the economy and for that government provide them regular incentives, access to loan and
offers in order to expand in the market. It also employs number of employees with new
innovations and such enterprises are considered to be the important for both emerging and
developing economies. This report aims to highlight the two SMEs that is Cafe Pod and Little
wonder cafe. Where Cafe Pod is a coffee company that have wide variety of coffee which are
made from recyclable plastic. It also offers arabica lungo, decaffeinated, colombia hulia, origins
sumatra lake tawar,compatible pods, ristretto and many others. For the provided report
document, Little Wonder Cafe has been chosen that operates as a small café in the UK. The cafe
also offers a wide range of food items , beverages, coffee, and related taking key considerations
of quality standards concerning to meet the demands of the customers. It is inspired by the coffee
culture of Australia and New Zealand and currently working at two locations in London. Now,
they are looking forward to enlarging the business to earn a significant amount of profit margin.
The provided document will take into consideration various strategies through which the planned
growth of the workforce can be ensured. The report will highlight the features of the small
business marketing environment with the background of SMEs. The report will present various
methods of entrepreneurial marketing in the company. Further, the report will highlight the key
elements of various techniques such as cold calling, innovative marketing, mouth to mouth
marketing and many others.
Main Body
Background of SMEs
SMEs are important for the growth and development of the country as it allows to attain
the sustainable growth and the structure of the SMEs are flexible that is why they have better
opportunities to change and adapt such changes. SMEs deals with customers more directly and
closely which allows them to fulfil the needs of the customers by providing them individualized
services. Being in the small or medium size industry, it is easier to coordinate and communicate
with each other that will directly bring new ideas and the resolve for the issues that can be solved
by the team collectively. Under this, the companies are able to quick decisions as they are not to
follow any organisational structure which generally slows down the whole decision making

process. SMEs have less than 250 employees and when the company is small or medium then it
will be easier to form new bonds with the aim of improving the team work and overall
performance of the company. It can also be said that SMEs do not have the financial power as
compared to the large companies. That is why, for this reason they will need more funding and
financing such as from stock markets, capital increases and many others. Being new in market,
the main task is to have the attention of the customers in order to earn their trust.
Background of food service industry
The above mentioned industry has a major impact on the economy and this sector is considered
to be the one of the largest sector of the industry. It provides the facility of meals and snacks for
the purpose of consumption. The food industry has many facets and under this the food is made
by staff and cooks. The main focus of such industries is to provide best quality food with proper
standards of sanitisation at the best cost. The food service industry comprises of various
activities and services which includes companies such as catering services, cafeterias, family
restaurants, quick service restaurants, full service restaurants from dining to fast food and many
others. The companies use various skills and interpersonal skills to keep the staff and
management happy by keeping the staff trained and updated.
Methods of entrepreneurial marketing of the companies
The term entrepreneurial marketing is defined as the best marketing technique used by the
company for the purpose of marketing. Many companies make use of such strategies and
techniques to have greater impact on the market. These techniques help in planning every aspect
of the company that is from production, personal or finance. That is why, in order to succeed it is
crucial to have proper balance all the resources effectively. Entrepreneurial marketing of the
companies comprises of innovation and various levels of risk through which companies can
understand its strengths and weakness by focusing and targeting on innovative products. There
are various methods and techniques which are explained below-
Mouth to mouth marketing
Earlier, mouth to mouth marketing was spread from on person to another while now a days,
company make use of mouth to mouth marketing for having high level of sales and wide reach in
audience. For that companies are making use of influencer marketing as the companies make use
of reviews by customer because now a days customers has social media accounts and most
importantly they pay attention to the reviews. Customers also go through the reviews while

buying something that is why it is important to have a positive brand image of the company.
People trust the words of other people that is why they hear information about the products from
their known or friends. This marketing takes place when a customer has interest in the brand
which can be seen in his daily conversation. Such marketing can be encouraged by doing
promotional activities with the help of consumer and marketer relationships. Under this the
companies research about their competitors as it is one of the main step and it is essential to
understand the situation of the competitors in the market. Building the level of trust between the
company and the customers is one of the crucial tasks of the company. When the relationships
are properly maintained then the confidence of the company will be increased in conducting the
business. Another advantage of this marketing technique is that it can boost the traffic to the
business which helps the business to grow better. But there are some disadvantages such as the
company can not control what people say about the brand that can be negative too which can be
unpleasant for the company. Mainly, the results are not predictable in the case of word of mouth
and there is no guarantee that people will look towards the company that is why it is a secondary
form of marketing. For example going viral Is the best strategy as the people have various
opinions regarding the viral post. The company just has to take care of emotions of the audience
and align with the recent trends of the market.
Email Marketing
Under this marketing , the companies customize their campaigns by making the targeted content
by sending email which comprises of the name of the person in the subject line. The e-mail
marketing is helpful as it collects the feedback from the customers that also allows the company
to keep connected with the customers. As a company it is crucial to enhance the communication
with the targeted audience and people appreciate good emails. The company gets a chance to
send updates about the products or marketing campaigns to the audience. That will directly bring
new leads for the company as email marketing is used to nurture the leads and improve the
number of conversions. Earlier the marketing techniques, used to be costly that is direct or print
so, the above mentioned technique is cost effective and it does not take too long to produce an e-
mail. Such system is much more effective and create a major impact on the market and it can be
said that it is one of the best ways to reach to the audience. The companies has the option to send
content and text as per their requirement with the help of text or graphics. Along with it, it is
easy to shared with other people and that will lead to improve the position of company in front

of customers. As there are many marketing benchmarking reports available that can be used to
analyse and evaluate the the opportunities of the company. Another benefit is that it is good and
save for environment as under this nothing is printed.
Above mentioned SME that is Cafe Pod makes use of 'E-mail marketing' because due to
this the company can measure its success by using various software that is web analytics
software to enhance the overall performance of the company in the market.
Innovative marketing
Under innovative marketing, innovative ideas are considered to communicate with the audience
about new products or services with the group of customers. As innovation involves
implementing new ideas that bring a major impact on the new product or service. Under this the
company make use of market research in order to understand the behaviour and need of the
customers. The main goal of the companies in using innovative marketing is that to increase the
level of sales and profitability in the market. For example social media marketing, using
Instagram and many others. It can be said that innovation is must in making the products more
valuable in the eyes of customers and market. Innovative marketing affects the business in
several ways and the company can track its performance. The companies can also make
campaigns by making use of content marketing. Along with it, if the company has website then,
the customers are only a few clicks away to make purchase and under this the companies are not
required to make extra efforts like to make calls or go to a shop. This marketing requires proper
trained staff who have proper knowledge to carry out the marketing. There is a disadvantage too
that if there is any negative feedback from the customer then the review will be shown on the
social media and websites. Such reviews can impact the image of the brand and lead to bring
failure in the company.
Social media marketing
The social media marketing is said to be the most cost effective tool to have the attention of the
customers which allows to have large number of conversions. Social media allows the business
to present itself by posting content and by posting status as it personifies the brand. Nowadays,
social media is the need of every product. Social media is defined as a network and
communication platform through which the company can reply to its customers. It is also one of
the most cost effective technique of an advertising strategy under which the social media
platform is used to promote and present the product of the company. For example Facebook,

Instagram, Twitter and many others. Company can get maximum brand recognition due to this
and the company will be able to achieve its marketing goals. As compared to traditional media,
social media is much more quick and easy because it brings the attention of audience that can be
done by networking and communication. Having a strong social media presence allows the
customers to get the answer of their questions. People prefer the business who engage with the
customers and talk about their business and products. It can be seen that people post about their
experiences with the brands and businesses on the social media. Another benefit is that it is
helpful and effective in small or local communities due to this the business get the attention in
the market. It also has its own disadvantages like people do no trust the brand easily and they pay
attention to the reviews of the people.
Above mentioned SME that is Little wonder cafe makes use of innovative marketing
because it has helped the company to develop a loyal customer base for the business.
Cold Calling
The term cold calling which is defined as most cost effective technique to elevate the sales of the
company. It can be a traditional technique but it is still used by many companies and sectors. For
example insurance companies also use this technique to sell their various policies for example
health insurance, life insurance and many others. Another example is of banks, under which the
caller also focuses focuses on making a kind of relation and connection with the potential clients.
Cold calling is still used by many big companies such as legal services, banking, travel,
insurance, telecommunication and many more. Under this, the company can reach out to new
customers as the customers are not well aware about the products and services. This technique
allows the instant feedback over the products or services. That is why, calling is an easy
marketing and sales strategy of the business. Also, the company is not required to have a lot of
people in the team to convert leads into sales successfully. Only those people are required who
know how to handle customers and clients as well. I t also has some disadvantages such as
customers find it irritating and they begin to start ignoring such calls because they do not want to
waste their time by listening to a salesperson. It can also reduce the image of the company in the
market and also it is a slow process because a single person person is involved in the calling
process. Moreover, the cold callers can not win with other channels of the market such as social
media, blogs, emails or many others. Other companies are making use of another multiple
channels as they can reach the larger audience as compared to the cold callers. Cold callers make

use of same scripts to interact with people in order to provide the information of the company or
the products. Nonetheless, the cold callers can not make use of written, body language, and
visual content while contacting with the targeted audience.
Referral Marketing
It is defined as marketing technique through which one can make use of various
recommendations and word of mouth in order to grow the business. This marketing is cost
effective, trusted and one of the powerful marketing. It is a tool which is used by various
companies to build the customer base. Customers referrals are considered to be the one of the
best ways for the business to grow its targeted customers. This is used by the businesses to
encourage the existing customers to refer their products by offering them incentives. It is also on
e of the least expensive strategy that allows to bring new and loyal customer base.
Host virtual events
During Covid-19, companies were not able to meet and plan physical meets that is why they
make use of virtual events in which the company invite media personality, influencers or guests .
The events are performed by asking live Q&As with the guests or staring with the normal
conversations. In order to keep the customers connected company invite various artists and
musicians to perform and connect. Such events save a lot of time as compared to the physical
events because some preparation is required before going live or doing virtual events. While it
also requires to do online promotion, marketing, registration and many other stuffs. Also, virtual
events has wide reach that allows the maximum number of attendees in just one click. Due to
this, people can have access to the world- renowned speakers and panelists in order to gain skills
from the virtual events.
Conclusion
The report presents an assessment of Small and medium-sized enterprises and the report
covers the standard marketing theory and practises that can be used and seen in the small
business enterprises. From the above analysis, it can be said that SMEs deals with customers
more directly and closely which allows them to fulfil the needs of the customers by providing
them individualized services. SMEs present various advantages by being a source of growth in
many countries and also, they are responsible for bringing new job opportunities in the market.
Globally, SMEs contribute to the economic growth with new innovations and economic
diversity. The report presented the background of SMEs and food service industry as they both

play a major role in the industry. There are various ways of marketing which is used by the
company that was compared and contrasted in the small business. The above mentioned report
evaluated the various ways to improve and expand its business by making use of techniques such
as hosting virtual events, innovative marketing, email marketing, mouth to mouth marketing and
many others. The report is organised into three parts in which part one covers a review of the
introduction and another part comprises of background of SMEs and the food service sector
whereas the last section consists of various techniques of marketing used by the chosen
companies.

References
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