Abstract:
The reason to produce this paper is to better understanding of why the most of SMEs in
Northern Provinces produce poor results and propose a model of marketing strategy for struggling
SMEs in the postwar situation, in Sri Lanka. This is a conceptual paper which discuss a new insights
of marketing strategic model with considering the factors combined effect of varying degree of
challenges on development of SMEs in this postwar environment. This conceptual framework
identifies three dimension of strategic alternatives of marketing in post war situation as effective
marketing mix based strategies, diversification and green marketing strategy.This conceptualized
framework model revealed very practical, realistic and applicable strategic insights of marketing
strategic for post war SMEs, instead of recommending any common strategies for organizations.
There are vast differences in marketing strategic application between the developed and developing
countries. Still Northern Province in Sri Lanka has been sustaining the war wound of local war, there
is huge need to develop the marketing strategies to face dynamic, competitive and postwar
environment. This marketing strategic framework will contribute some extent to improve the SMEs.
