Authors : Shephatia Samweli Pima

Volume/Issue : Volume 9 - 2024, Issue 9 - September

Google Scholar : https://tinyurl.com/y45etshz

Scribd : https://tinyurl.com/2hrbpxye

DOI : https://doi.org/10.38124/ijisrt/IJISRT24SEP529

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Abstract : This study aims in assessing the current market positioning strategies employed by small and medium enterprises in Morogoro Municipal Council. The target population of this study 327 SMEs operating in Morogoro Municipality. A sample size of 92 respondents were used. This study used convenience sampling in selection of SMEs and purposive sampling techniques in selection of staffs from Morogoro Municipal Council. Data were collected by using questionnaire, interviews and documentary reviews. Quantitative data were analyzed by using descriptive statistics while qualitative data were analyzed by using thematic analysis. The study reveals that SMEs in Morogoro Municipal Council are strategically positioning themselves in the market to enhance their competitiveness by effectively communicating their unique value propositions, differentiating from competitors, and aligning with market trends. A significant majority of respondents recognize the effectiveness of these strategies in conveying distinctive offerings, adapting to market dynamics, and building strong brand identities. To further enhance their competitiveness, it is recommended that small and medium enterprises continue to refine their market positioning strategies by investing in market research, strengthening brand messaging, and collaborating with government and industry stakeholders to improve access to resources and technology

Keywords : Market Positioning Strategies and Small and Medium Enterprises.

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