Abstract

MORALES, Mariher. Marketing Strategies in Small and Medium Sized Clothing Factories in Zulia State. Revista de Ciencias Sociales [online]. 2005, vol.11, n.3, pp.485-496. ISSN 1315-9518.

Abstract The objective of this article is to analyze the strategic marketing components of small and medium-sized companies (PYMEs) in the clothing industry in Zulia State. In the study we point out as a theoretical basis, the management of marketing based on a process of strategic planning, the purpose of which is to evaluate the environment (internal and external), define the mission of the company, design objectives, establish long term strategies, and to select markets. The research is descriptive, and the principal source of information was a field study based on 27 PYMEs from this sector. Among the research results were that the organizations analyzed did not have a strategic planning process, and that 51.9% did not make marketing plans. The conclusion is that the businesses analyzed do not have a market orientation, since they base their marketing process on commercialization and sales, without clearly defined long term strategies. An emphasis is observed in the utilization of tactical and operative marketing tools, leaving aside marketing strategies as the key element that guarantees the development of competitive advantages

Keywords : Strategic marketing; small and medium sized businesses; strategic planning; the clothing industry; Zulia State.