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Faculty of Management Sciences

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2013 - 20142

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Author: search.filters.author.Mason, Roger BruceSubject: search.filters.subject.Rural

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    The use of marketing strategies by small, medium and micro enterprises in rural KwaZulu-Natal
    (The Southern African Journal of Entrepreneurship and Small Business Management, 2013) Lekhanya, Lawrence Mpele; Mason, Roger Bruce
    This paper examines the use of marketing strategies by Small, Micro and Medium Enterprises (SMMEs) in rural areas and identifies how they are limited by various internal and external factors. The study aimed to determine whether rural SMMEs have formal marketing strategies, the factors that constrain their marketing activities, their understanding of what marketing entails and the marketing communications techniques that they use. The study was conducted in rural KwaZulu-Natal (KZN), using a survey method. The sample consisted of 374 SMME owners/managers, selected using quota sampling, with respondents completing a questionnaire with the assistance of an interviewer. The results of the research revealed that marketing knowledge and expertise is lacking, with limited use of marketing strategies by the rural SMMEs. The paper will benefit SMME marketers by assisting them to better understand the marketing tactics to use, dependent on the nature of their environment. Most work on SMME marketing has concentrated on urban entrepreneurial marketing, with little emphasis on marketing strategies used in rural areas. Findings were limited by the study’s exploratory nature and the small sample. Further research with larger samples and the consideration of other provinces is recommended.
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    Selected key external factors influencing the success of rural small and medium enterprises in South Africa
    (World Scientific Publishing, 2014-09) Lekhanya, Lawrence Mpele; Mason, Roger Bruce
    Small businesses are critical to improving economic development in rural areas of South Africa. However, rural entrepreneurs are still faced with challenges and problems which make the success of small businesses, especially in rural areas, uncertain. This paper investigates business environmental, financial and infrastructural factors that influence the success or otherwise of Small and Medium Enterprises (SMEs) in rural areas. Primary data was collected in five rural areas of KwaZulu-Natal (KZN) from a sample of 374 business owners/managers, with respondents completing a questionnaire. Access to finance and skills shortages were the factors that most significantly differentiated between more successful and less successful rural businesses in KZN. The majority of respondents indicated that poor roads/transport and access to electricity were major problems.