Strategic Marketing Communication: The Case For SMME Development

Abstract

Strategic marketing communication is imperative for the successful implementation of projects of developmental corporations. Business development in the North West Province, South Africa however, seems to be hampered by the lack of effective marketing communication from the NWDC regarding its support services and the lack of feedback from the registered SMMEs regarding their satisfaction with services rendered. This study was aimed at determining whether effective strategic marketing communication exists between the North West Development Corporation (NWDC) and all their registered Small, Medium and Micro Enterprises (SMMEs) in the North West Province. The study adopted qualitative and quantitative research approaches (mixed method). A non-probability, convenience sample of 82 participants were used from a population of 140 SMMEs. For the quantitative part of the study, semi-structured interviews were conducted by the researcher in order to gather information about the support services that the North West Development Corporation offers. SMMEs indicated uncertainty about being aware of the support services offered by NWDC. The findings of the study show that the marketing of the NWDC is not reaching the targeted audience at an acceptable level. The study can conclude that a significant number of the SMMEs do not have the required awareness of the NWDC’s support services. It is recommended from the study that good strategic marketing communication will encourage organisational sustainability which will also be beneficial to future SMME entrepreneurs and the economic development of the region.