Determinants of branding strategies in Tanzania small and medium entreprises in Kinondoni municipal and Mbeya city

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Date
2015
Journal Title
Journal ISSN
Volume Title
Publisher
University of Dar es Salaam
Abstract
Branding is peculiar for an enterprise but it is a challenge to SMEs in Tanzania and the rest of the world. This due to existing conception and perception that branding is for big companies and not essential for Small and Medium Enterprises. Most SMEs, especially in Tanzania, do not know how to brand their product properly for effective competition. This study therefore, examines branding determinants and strategies for SMEs in comparison with KCM and MCC as case studies. Focus is on three factors that determine branding; resources, knowledge and skills and significance of branding and its conception. The methodology of data collection includes both primary and secondary data. Findings of the study include; branding is paramount gauge of progress for SMEs’ which is also an effective means of enterprise competition. It was observed further that, the SMEs in the case study are aware of skills and knowledge involved in branding, however; the findings show that resource is an issue when enterprises decide to brand its products. At MCC, the observation is that, branding is considered to be a weak mechanism of survival in enterprise competition. The study reveals that in both districts MCC and KMC the idea of branding differs in terms of skills involved, resources and branding perceptions on its importance and strategies involved in SMEs. The study covers practical and theoretical perspectives on branding. The findings revealed that in the two districts there was a difference in skills, resources and branding perception as the determinants of branding strategies in SMEs in both MCC and KMC
Description
Available in print form, East Africana Collection, Dr. Wilbert Chagula Library, Class mark (THS EAF HF5415.I255.M852)
Keywords
Branding (Marketing), Small business, Kinondoni municipal, Mbeya city, Tanzania
Citation
Mwakalundwa, L. (2015) Determinants of branding strategies in Tanzania small and medium entreprises in Kinondoni municipal and Mbeya city, Master dissertation, University of Dar es Salaam, Dar es Salaam