The effectiveness of marketing strategies in the internationalization of small and medium entrepreneurs (SMES) in Tanzania: the case Study of Dar es Salaam City, Tanzania

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Date
2015
Journal Title
Journal ISSN
Volume Title
Publisher
University of Dar es Salaam
Abstract
The study sought to examine the effectiveness of marketing strategies for the internationalization of small and medium entrepreneurs (SMEs) in Tanzania. The study was conducted in the city of Dar es Salaam. The study was guided by four specific objectives namely; to determine the extent to which international product decision, international price decision, international distribution practice and international promotion techniques to select a total of 50 employed respondents who provided responses to the research questions through structured questionnaire and interview guide was used to collect in-depth information from key informants namely five marketing and production managers. Statistical Package for Social Sciences (SPSS) version 20.0 was analyze data on which standard deviation, mean, frequencies and percentages were computed for drawing-up conclusion. The study findings revealed more specifically that; quality products, expanded market, price reduction and sales promotion were most influential techniques for internationalization of SMEs. The study recommends that it is essential that policy and strategies should be developed to formalize and guide SMEs international operations in terms of international market mix decisions. SMEs should engage in various local and international activities in which they would promote the product and services offered which in turn would help on internationalization.
Description
Available in print form, East Africana Collection, Dr. Wilbert Chagula Library, Class mark (THS EAF HD2346.T34M7338)
Keywords
Small business, Globalization, Marketing, International business enterprises, Dar es Salaam City, Tanzania
Citation
Msuya, J.M. (2015) The effectiveness of marketing strategies in the internationalization of small and medium entrepreneurs (SMES) in Tanzania: the case Study of Dar es Salaam City, Tanzania, Master dissertation, University of Dar es Salaam