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Name of the Student:

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Topic of the Assignment:

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R
Word count:

ESEARCH
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C RITIQUE PROTOFOLIO
Base paper
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Name:

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Module: Business Investigation and discovery (BUSM4309)

Tutor:
EXECUTIVE SUMMARY
Todays any of the Fortune 500 Firms were small startups before several
years and the economy is dominated only by the Small and Medium
enterprises SME’s. As fifty percent of turnover in UK in the private
sector is in the hands of SME’s; the research suggests that this values
can still improve by deploying mew marketing strategies with in these
SME’s.

The authors of this base paper by Sheilagh M, et al. (2016), have worked
on the process of identifying the ways in which the old marketing
practices (Traditional marketing practices and theories) can be
effectively used in the Small and medium scale enterprises. It also deals
with the in-depth analysis on the designated responsibilities of the
management, CEO, top level and the middle level managers in this
process of inter marketing done with in the Small and medium scale
enterprises.

The type of research done in this process is mainly Qualitative with a lot
of interviews done among the stakeholders. Its fully explanatory and
tries to analyze the thoughts of the management and the managers in this
process. The researcher has confined the process of research only with in
the United Kingdom and a reasonable size of the number of Small and
medium scale enterprises were taken and then the results were
generalized. A separate model of 4 P’s were proposed for the marketing
process within the Small and medium scale enterprises which consists of
the following namely;

Personally branding the products or services, The process of

Coproduction between the Small and medium scale enterprises, the
practices to be followed for these inter marketing activities and finally
the perseverance concepts have been defined and dealt with in detail

This work will analyze the way research has been done. It critically
evaluates all the process of research from hypothesis, aim, objective
identification to data analysis, various theories used, their strength,
weakness, intelligent use of various tools until the derivation of the final
findings and final conclusion.
INTRODUCTION
The several theories of marketing practiced by the large organizations
can never be directly implemented on the Small and medium scale
enterprises as one of the major to them is the financial constraints and all
the other constraints faced are the most limited resources are only
affordable and available for them. When they exceed these limits and for
example say they spend more on advertising then the risk is higher for
the organizations. (Audrey G, et al., 2001)

Research approach:
The research approach used here is inductive in nature as the researcher
has worked on generalization of the specifically formed results. Here
moreover the premises of the study namely the SME’s and marketing are
well known and it generates untested findings on creation of new
methods for SME marketing and factors which improve them. Its
qualitative approach where the theory is generalized and new patterns
are formulated for enhancing the process of SME marketing
Research questions:
1. In what ways various traditional marketing theories can be
identified suitable for SME’s and what is their impact when
applied on the Small and medium scale enterprises?

Hypothesis:
1. The marketing theories followed by the top Multi national
companies cannot be directly applied for the Small and medium
scale enterprises without any changes.

Key terminologies used:

Marketing process in Small and medium scale enterprises, traditional
marketing theories, management and the manager relationship and
involvement

THE RESEARCH METHODOLOGY

The researcher has been clear on covering all the areas under discussion.
All the hypothesis and the research questions have been dealt in detail
with the explanatory research used. This type of methodology is
effective for this purpose as it suits the process as the researcher needs
more exploration on the process of marketing for the small and the
medium scale enterprises.

The management and the manager relation in the SME’s marketing is

one of the rare areas which have not been spoken about in many papers.

Based on the findings of Gilmore, A.(2001); in most of the SME’s the

customers identified them by the owner or the manager rather than the
product offered by them.

DATA COLLECTION METHODS

The participants on the process:

20 owners from the East mid lands and North West part of UK

The management, managers and the employees participated in the

process.

One hour to one and half an hour semi structured interviews were done
by the 2 research members from the team.

As this work focuses on the ways to improve the marketing strategies of

the SME’s and how the management – manager plays an important role
in this process if it has Quantitative analysis also merged in this process
rather than purely qualitative it would have improved the accuracy of the
findings.

What percentage of the customers of the SME’s felt they remember the
management or the manager of the SME as the brand identification
factor?
What % of the managers felt the management of the SME’s were not
cooperative in the process?

Weakness of the study:

NO CREDIBILITY:

As the sample size is very minute not even 1% of the actual size of the
industry the credibility aspect is put into question in this work.

Strength of the study:

The literature review section is clearly focused on the key elements of
the research, the hypothesis and the research questions formed. Most of
the papers were from the recent years in which it was written and they
focused on marketing with respect to SME’s. The researcher has
analyzed all the marketing textbooks and has even taken effort to use the
tools like the 4P’s for SME’s.

Semi structured interviews (Face to Face) has more opportunity for the
interviewer to gain the facial expressions of the person being
interviewed and thus it gives better opportunity to identify their thoughts
and get the best from them rather than the online surveys and telephonic
interviews. (Saunders, M, 2012)