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VOL. 1, ISSUE 1 (2025)
A study on how smes leverage the four P’S of marketing for competitive advantage
Authors
Dr. Pankaj Sharma
Abstract
This study explores how Small and Medium
Enterprises (SMEs) leverage the Four P’s of Marketing—Product, Price, Place,
and Promotion—to gain and sustain competitive advantage in dynamic market
environments. SMEs face unique challenges such as limited resources, market
uncertainties, and intense competition from larger firms. By strategically
aligning their marketing mix, SMEs can effectively differentiate themselves,
attract target customers, and optimize their market presence. The research
examines various approaches SMEs use in customizing product offerings, pricing
strategies, distribution channels, and promotional activities to meet specific
customer needs and preferences. Furthermore, it highlights the role of
innovation and adaptability in enhancing marketing effectiveness. Empirical
evidence from case studies and surveys indicates that SMEs that proactively
manage their marketing mix tend to achieve better market positioning and
improved financial performance. The study also identifies critical success
factors and common pitfalls, providing practical insights for SME managers and
policymakers. Ultimately, this research underscores the importance of an
integrated marketing strategy centered around the Four P’s as a vital tool for
SMEs striving to enhance their competitive edge in increasingly competitive
markets.
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Pages:11-18
How to cite this article:
Dr. Pankaj Sharma "A study on how smes leverage the four P’S of marketing for competitive advantage". International Journal of Management and Commerce , Vol 1, Issue 1, 2025, Pages 11-18
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