Role of marketing strategies in the context of MSME sector

MSMEs meet difficulties in adapting their strategies to market changes, in competing with big enterprises. Marketing management capabilities in terms of marketing research, marketing strategy, planning and implementation, control and evaluation play a key role in the MSMEs performance in the market. The existing marketing strategies reached the saturation point, where new innovative strategies need to percolate where so many MNCs have entered and created a heavy competition which has become important to understand about the strategies followed by Indian MSMEs to promote and make their products compatible in the market. This paper focuses on the marketing strategy used for Micro Small and Medium Enterprises to face stiff competition and promote their products in the market which can be develop in a suitable business environment. The main objective of the paper is to provide a framework to help MSMEs to design suitable strategies to face effective and enhancing competitiveness. The sector needs to be provided better market access facilities in order to sustain and further enhance its contribution towards output, employment generation and exports.