Entrepreneurial Marketing Practices and Strategies for SMEs

This report examines entrepreneurial marketing principles, focusing on the context of Small and Medium Enterprises (SMEs). It begins by analyzing the features of the small business marketing environment, including political, economic, social, technological, legal, and environmental factors, and their impact on marketing operations. The report then identifies key marketing operational issues faced by new ventures and small businesses, such as content creation, communication, and technology adoption. A significant portion of the report critically compares and contrasts standard marketing strategy theories like SWOT analysis with practical marketing practices observed in small business research, using the case of Davison Canner as an example. Finally, the report discusses the development of autonomous learning skills, emphasizing the importance of independent learning and adaptability in the context of entrepreneurial marketing.

Practice methods and techniques of entrepreneurial
marketing in SME’s
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Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Analyse the distinguish between the features of small business marketing environment...........3
Identify the key marketing operational issues faced by the new ventures and small business in
the specified sectors and industries in global context..................................................................4
Critically Compare and contrast the standard marketing strategy theory and practices that seen
in the small business research findings........................................................................................5
Develop the autonomous leaning skill which show abilities in the learning...............................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
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INTRODUCTION
Entrepreneurial marketing is a fundamental principles of marketing that design to promote
the product and services in global marketplace. It is based on the unique set of marketing and
method that can be used by entrepreneurs to build the sustainability of business. Entrepreneurial
marketing is utilising the toolkit of new marketing practices that help to emerge the organization
and gain the popularity in global world. Davison Canner is based on the small scale firm in UK
which provide the wide range of cater products though applications such as diary, bakery and
dessert. It is continually expanding the product and services to each customer with personally.
Furthermore, this report will discuss about the features of small business marketing
environment and how it is effectiveness. It will understand the key element issues of marketing
operations that faced by the small business such as Davison Canner and other related industries
of bakery or diary product manufacture. Moreover, this report will describe the comparison
between the marketing strategy and practices of business findings. At last, it will identify the
autonomic learning skill which shows as the abilities in the business activities.
TASK
Analyse the distinguish between the features of small business marketing environment.
The business marketing Environment refers to the different factors that affect the
organization ability to maintain and build the successful consumer relationships. It includes the
internet and external factors that influence the marketing operations (Hendijani, Fard and Seyyed
Amiri, 2018). Davison canner must be aware about the marketing environment in which it
operating to reduce the negative impact on the business environment and its marketing activities.
The Macro Marketing environment may include all type of factors that exist outside the
Davison Canner firm. It can be divided into different manner.
Features of marketing environment
Specific and forces
Political- This factor involves the legal aspects of business such as legislation, labour,
taxation and training. For all type of chocolate cupcakes and other frosting that make it from
scratch by using raw materials. Since, the nations are relatively unstable and any other political
instability band the exporting to increase taxation. Moreover. The buying from the supplier must
include the ethical policies which are huge attraction for consumer. It is directly impact on the
revenue of business.
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Economic- The price of product is quite specialised so that the price are quite increases.
Dessert become the most luxury to lot of people and become something that can be avoided.
Sometimes. It has increased the revenue of business and consumer buy the products, Davison
Canner have decreases the price of their products in marketplace (Herman, Setiyaningrum and
Ferdinand, 2018). The bakery products are based on elastic item since which is not possible to
staple at home. In this way, Davison Canner may suffer the since they do pay high cost to the
supplier.
Social- Many people are conscious about the health and safety but this type of bakery or
other dairy products are added high sugar, especially with parents are buying it for children. On
the other hands, trends are changing with pastries, yoghurt and desserts etc. In this way, Davison
has been improved their product quality to use the sugar free material in the item development.
Technological- The advanced technology does play important role on dessert shops but it
only improves which allow to book the product through websites and application. Davison
Canner is expanding the business in other countries and new cooking item could make the
process effective. Technology will help to promote and share the information of product to the
consumer by using marketing tools.
Legal- The Davison Canner entered the UK market and expand their business across the
world. They are considered the rules and regulations to maintain the brand image in marketplace
but the organization has faced the issues related the replication during the establishment of other
countries. This factor is related the country that need to maintain the good relationship with other
country.
Environmental- This factor is mainly included the elements such as natural disasters and
climate change etc. Environmental regulation allows the Davison Canner firm to meet the
grooming requirement and health issues which are targets the customer safety. They are
produced the healthy products to maintain the services in proper manner.
Complexity
It implies the marketing environment which influences the factors and conditions of
environmental and its nature.
Relativity
In Davison Canners, it describes the reason for the demand in other countries. It varies the
demand of Davison and its product depending on the culture, regions.
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Vibrancy
It implies the nature of marketing environment where large number of forces mainly outline the
environment. In Davison Canners, Marketers may have ability to control the forces.
Identify the key marketing operational issues faced by the new ventures and small business in
the specified sectors and industries in global context.
Marketing is an approach to promote the product which are creating the content focused on
the consumer interests instead of concern about the own products. There are different types of
marketing operational issues faced by Davison Canner firm and business in the product
Manufacture sectors.
Lack of content idea
Targeting is a key component all aspects of marketing because it is more effective at
targeting the buyer to identify the specific requirement. It is challenging for Marketer to figure
out the best way to the international audience because they don’t have enough content to provide
the proper information about the products and services (Kohtamäki and et.al., 2018). Davison
Canner will require to organize and optimise the own website to provide the enough content
related the business so that they can understand the brand to attract towards the services. In this
way, this issues have faced by the Davison Canner in global marketplace.
Lack of communication
It is important part of marketing operation to communicate with one person to another but
sometimes, lack of coordination impact on the marketing operations and do not working with the
system for collecting, interpreting and organizing their campaign data. In Davison Canners, the
marketer does not coordinate with their team members and individually works. In this way, it has
more chances to decrease the productivity in marketplace. Davison Canner is based on the
Bakery and desserts sector to provide the better quality of services but it is necessary to improve
the marketing operations in effective manner,
Identify right technologies for marketing
For identifying the right technologies are the biggest issues faced during the Marketing
operations because there are lot of technologies scattered and it is difficult for marketer to
identify the right one. There are various types of marketing tool and platform that can use to
solve the problem related marketing. Sometimes, Marketer were confused to use an appropriate
tool for operations.
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Critically Compare and contrast the standard marketing strategy theory and practices that seen in
the small business research findings.
Marketing strategy is a process of planning, organizing and executing the different
operations in Davison Canners firm. It is composed of different type of interrelated components
that called a marketing mix (Mamun and et.al., 2018).
SWOT analysis is a type of standard marketing theory that applicable to analyse the
brand with its weakness, strength, threats and opportunities etc. Davison Bakery is based on the
bakery or dairy sector which provide the better quality of product and service in global
marketplace.
Strength-
 The strength of Davison Canners to extension of product line towards the pies. It offering
the online ordering facilities of consumer to target more consumers.
 It enabling the reservation facility for the purpose of parties with more than 20 members.
 Davison Canners is designed to categorise the menu for separate kids, adults and old
people. It is very effective idea to increase the demand in marketplace.
Weakness-
 Davison Canners is small scale enterprise so that it is operating the limited areas in UK.
 It is not enough branding and marketing exercises.
 It has limited points to differentiate the menu.
Opportunities-
 Davison Canners is mainly focused on the branding towards the kids for attracting
Families.
 The scope of Davison is very high with respects to the locations, menu and demands etc.
Threat-
 It has tough competition from competitors of Davison because they are offering similar
product with reasonable price.
 Many consumers are attracted towards the health food item so that it has decreased the
number of customers.
 Price is another factor that can change the raw materials.
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Marketing Practices:
Marketing practices refers to the action and enterprise of buying, promoting and selling
the products or services. It includes the different type of advertisement approach to analyse the
requirement of market in global world (Mansor, Halim and Ahmad, 2018). There are different
types of marketing practices applicable in the Davison Canners firm.
Meeting Customer need- It is important part of Davison Canners to create the new
product and service according to the consumers. It involves the more assumptions that made by
business about the need of people. Davison Canners firm take time to specify the market
segments. SWOT analysis is marketing theory that applicable in the business to identify the need
and requirement of customer. It is converting into the strength of business because it can give the
product according to their needs. This type of theory will help to understand the unique needs of
customer and provide the better quality of product in global marketplace.
Davison Canner enterprise must be closure to their potential customer because they can
focus on the customer services to identify the need and requirement. It has been developed the
close connection with their client and providing the best customised services.
Promotions- Davison Canners is promoting their product and services through marketing
platform to provide information of their consumers. Davison Canners is focused on the branding
to give many options for people (Radulovich Javalgi and Scherer, 2018). In this way, it has
increased the opportunities in market practices while SWOT analysis theory is identifying the
great opportunities in the business development.
In this way, it can be identified that SWOT analysis theory and Marketing practices are
interlinked with each other. It is developed the relationship because marketing practices will help
for analyse theory to identify the strength and weakness.
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Comparison between the Marketing theory in Davison Canner and Large Firm
Davison Canner (SME) Large Company
 This small enterprise will use the
marketing approach and invest limited
money for promotions.
 Large Scale business will invest a lot of
money for the promotions and
marketing.
 Small Enterprise directly connected
with the customer through customer
services. In this way, it can be
identified the need and requirement.
 Large scale firm is developed the report
on large scale questionnaires survey
and take follow-up with other clients.
 Marketing theory will be increased the
sales and also maintain the position of
its products and services in global
market.
 It is rapidly change 4ps in the
competition marketplace.
 It is applied on large scale for assuming
the specific resources which requires in
large amount and also validate if they
are actually useful for control the
progress of business.
 Large business is planning the approach
strategy and afterward they can follow
sequential process.
Develop the autonomous leaning skill which show abilities in the learning.
Autonomous learning skill is an ability to take control and manage the own learning skill
which help to independently collaborate with other people. It will take more responsibility for
learning which are likely to be more effective. In Davison Canners, Manager is responsible for
managing and controlling the business operations (Sahid and Habidin, 2018). They have an
abilities of problem solving, effective communication and self-management etc. it helps to
maintain the good relationship with the other employees. It can be divided into the different
learning skill to handle the business operations and functions.
Problem Solving
It is a type of learning skill which help to resolve all the problem and issues efficiently
without having any difficulty. This type of skill is required for Davison Canners firm to
implement the innovative concept for handling the business operations. Sometimes, it is
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generating the obstacles in the tough situation that can handle by using problem solving skill at
workplace.
Self-Management
Self-management skills are those characteristic that support the employee to feel good
and be more productive at workplace. In Davison Canners, Employee can acquire all the
knowledge related the products to easily identify the raw materials which required for
development (Wardi, Susanto and Abdullah, 2018). This type of skill can improve the overall
time management of work in effective ways. It has required for employee to complete their task
on specific deadline.
Effective communication
Communication is the best medium to transmit the information from one place to another.
In Davison Canners, Managers and other leaders are communicated with their team members to
discuss related the new product development. It is required to share the innovative idea that help
to improve the product and services in proper manner.
CONCLUSION
As per discussion, it concluded that Entrepreneurial marketing is a type of principle that help
to promote their product details in global marketplace. It summarised that discuss about the
features of small business marketing environment and how it is effectiveness. Furthermore, it is
identifying the key element issues of marketing operations that faced by the small business such
as Davison Canner and other related industries of bakery or diary product manufacture. It is
describing the comparison between the marketing strategy and practices of business findings
therefore, autonomous learning skill which shows as the abilities in the business operations and
functions.
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REFERENCES
Book and Journals
Hendijani Fard, M. and Seyyed Amiri, N., 2018. The effect of entrepreneurial marketing on halal
food SMEs performance. Journal of Islamic Marketing. 9(3). pp.598-620.
Herman, L.E., Setiyaningrum, A. and Ferdinand, A.T., 2018. Techno-Entrepreneurial
Relationship Marketing to ignite the SMEs Marketing Performance in
Indonesia. Calitatea. 19(167). pp.98-106.
Kohtamäki, M. and et.al., 2018. Practices and Tools for Servitization: Managing Service
Transition. Springer.
Mamun, A.A. and et.al., 2018. Effect of entrepreneurial and market orientation on consumer
engagement and performance of manufacturing SMEs. Management Research
Review. 41(1). pp.133-147.
Mansor, M.F., Halim, H.A. and Ahmad, N.H., 2018. Leveraging crowdsourcing practices in
small and medium enterprises (smes). Journal of Entrepreneurship Education. 21(4).
pp.1-11.
Radulovich, L., Javalgi, R.R.G. and Scherer, R.F., 2018. Intangible resources influencing the
international performance of professional service SMEs in an emerging market: Evidence
from India. International Marketing Review. 35(1). pp.113-135.
Sahid, S. and Habidin, N.F., 2018. Exploring measurement model for entrepreneurial marketing
construct: A marketing for SME’s. International Journal of Supply Chain
Management, 7(6), pp.674-683.
Wardi, Y., Susanto, P. and Abdullah, N.L., 2018. Impact of Entrepreneurial Proclivity on Firm
Performance: The Role of Market and Technology Turbulence. Pertanika J Soc. Sci. &
Hum. 26. pp.241-250.
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