Relationship Strategy – Marketing Programs within Small and Medium-Sized Enterprises

Abstract

In the current economic context, strategy appears to be one of the essential elements in the adoption and implementation of the marketing philosophy (optics) within SMEs. This paper comes in support of this idea by providing experts concerned with this field a starting point for understanding and proper use of this valuable tool of marketing planning. This work highlights a number of features of the relationship between strategy and marketing programs in SMEs to be taken into account by the marketers, in small and medium-sized enterprises in the local area. Strategy features stand out within small and medium enterprises that aim primarily at how these types of organizations through their current business model adapt the general strategy model. The drafting of the strategy is a process in which the consistency of company-specific processes and relationships with future changes of the external environment is being achieved. The use of strategy as management tool proves its utility regardless of the features of the external environment. This situation poses a challenge for managers of small and medium enterprises, who need to take such strategic decisions under varying degrees and types of uncertainty. Understanding and proper use of the strategy allows the achievement of an efficient coordination of the goals undertaken by SMEs and the results hoped to be obtained by them.