A conceptual frame work of marketing Strategy: a study on smes in postwar Environmentof northern province

Abstract

The purpose of this research to reveal a framework of marketing strategy for struggling SMES in the postwar market, in Northern Provinces, Sri Lanka. This paper discuss a detailed and new insights of marketing strategic model for the development of SMEs in this postwarfrontier environment. Particularly Northern Province in Sri Lanka has been sustaining the war wound of local war, there is huge need to develop the unique frame work of marketing strategies to face dynamic, competitive world and postwar environment. Pilot study revealed that SMEs in postwar market contains huge marketing problems, literature explains that frontier market have high risk for investors.Based on the theories and model of marketing strategies, energetic framework was put forward for marketing strategies in the postwar situation. The recommend three dimension of marketing strategies are effective marketing mixed strategies, diversification and environmental marketing strategies. The size of the organization is deliberated to generate this specific marketing strategic model for the SMEs. This study has practical implication with suggesting three major strategies for sustainable development of SMEs in the postwar frontier market, these strategies are also roadmap to foothold the nation towards the emerging market. This conceptualized framework model revealed very practical, realistic and applicable strategic insights of marketing strategic for postwar SMEs, instead of recommending any common strategies for organizations. This marketing strategic framework will contribute some extent for competitive advantage and the sustainable development of the SMES.