Marketing as an Approach to Reinforce the Competitiveness of Small And Medium-Sized Enterprises: A Field Study on a Sample of Algerian Enterprises

Abstract

This study investigates the role of marketing as one of the most important

functional activities in small and medium- sized enterprises because this is

decisive to the success or failure of the project.Marketing is indeed the window

through which the project is reflected to the society and to the consumers.The

goods or the services are provided by any project based on its marketing

strategy and its capacity to cope with the consumers’ needs.

Due to the importance of the small and medium- sized enterprises

in Algeria, their progress and contribution in the economic and social

development, it is now necessary for them to look for new marketing strategies

that enable them achieve a capacity for competitiveness, endurance and

continuity.The data required for this study have been gathered through a

survey set and developed to fit the objectives of the study.Moreover, this study

targets to test the four hypothesis of the study to analyze the data using the

statistical package for social studies SPSS.

According to this study, marketing has a great role in the small and

medium- sized enterprises.It contributes in determining their competitiveness

strategy.Based on these results, the study suggests some recommendations

such as the necessity of creating institutions and centers specialized in

training the managers of small and medium- sized enterprises in using

modern marketing methods.