Number of Pages : 60 leaves
Adviser : Prof. Elizabeth A. Francisco
Abstract
Latest data from the Philippine Department on Trade and Industry reveal that micro, small and medium sized enterprises (MSME) contribute to as much 63 percent of the total jobs in 2016. Further, MSMEs account for 25 percent of the country's total exports revenue. It is also estimated that 60 percent of all exporters in the country belong to the MSME category.
Given the importance of the MSMEs to the economy, it is important that solutions that support their growth are made available to them. The size of this sector makes it a very promising market for technology-based industries. It must be noted however that investments in research and development to come up with a top of the line product is not a guarantee for its success in the market. In fact, companies find it extremely challenging to gain competitive advantage based on state-of-the-art technology alone (Gliga and Evers, 2010). Research suggests that the chances of success are maximized by a combination of technology or the pre-commercialization stage complemented with marketing strategies and activities that bring the innovation closer to the customers or the commercialization stage (Kakati, 2003).
Further, understanding how MSME's behaviour towards technology holds equal significance as knowing the size of the potential market because both information would be helpful in crafting the right approach to these potential customers. The best way to gain this understanding is to reach out to potential markets to get data that would be translated to actionable insights.
The marketing plan for IMinControl took into consideration the nature of technology environment, characteristics of MSMEs and the inherent challenges in marketing technology-based industries products.
Given the importance of the MSMEs to the economy, it is important that solutions that support their growth are made available to them. The size of this sector makes it a very promising market for technology-based industries. It must be noted however that investments in research and development to come up with a top of the line product is not a guarantee for its success in the market. In fact, companies find it extremely challenging to gain competitive advantage based on state-of-the-art technology alone (Gliga and Evers, 2010). Research suggests that the chances of success are maximized by a combination of technology or the pre-commercialization stage complemented with marketing strategies and activities that bring the innovation closer to the customers or the commercialization stage (Kakati, 2003).
Further, understanding how MSME's behaviour towards technology holds equal significance as knowing the size of the potential market because both information would be helpful in crafting the right approach to these potential customers. The best way to gain this understanding is to reach out to potential markets to get data that would be translated to actionable insights.
The marketing plan for IMinControl took into consideration the nature of technology environment, characteristics of MSMEs and the inherent challenges in marketing technology-based industries products.
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