Examining Strategies on Successfully Marketing Micro, Small and Medium Enterprise

Addressing Sustainability within Metropolitan Cebu

Abstract

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17 Sustainable Development Goals (SDGs) are the solution to poverty, hunger, malnutrition, and gender equality, that our country is commonly facing nowadays. The objective of the study is to determine what are the marketing initiatives that need to be implemented to spread awareness about sustainable solutions for Micro, Small, and Medium Enterprises (MSMEs) in Metro Cebu. Triangulation mixed method was used for the study to integrate qualitative and quantitative research, the survey questionnaire was administered to the Micro, Small, and Medium Enterprise (MSMEs) and to validate the result by conducting an in-depth interview. The result of the study showed that most MSMEs conduct marketing initiatives and/or programs that are online, particularly those that maximize the use of social media platforms which has a wider audience and requires less cost. In relation to this, implementation of marketing initiatives and/or programs has both positive and negative outcomes but mostly positive outcomes that benefit the MSMEs through increased revenue, positive net income, winning awards, and reduced cost with increased revenue as the top benefit. The factors that contribute to the successful implementation of the MSMEs include dedicated employees, effective communication, a good working environment, a supportive management team, clear objectives for the marketing programs and/or initiatives, a skilled team handling the initiatives, and creative and effective initiatives, and enough budget. It has been discovered that 80% of the MSMEs are using the social media platform, Facebook as a marketing initiative tool to spread awareness of its sustainable solution.