Abstract: SME organisations are one of the most effective monetary powers in the world. SMEs companies play a major role in everybody's lives as monetary exercises are very much dependent on SMEs companies today. Small and medium-sized companies offer a range of management skills to merchandisers that satisfy their clients and customers' fast needs, such that the high quality of products that are offered by small and medium-sized firms adds to. This study seeks to determine the effect of innovative marketing strategies on the performance of small and medium firms in Yemen by answering the main research question what is the impact of Marketing Strategies. This study will help small and medium firm's proprietors and directors to recognize the fundamental marketing strategies to upgrade their performance. This study seeks essentially to fill the knowledge gaps in corporate administration, Marketing Strategies, and performance in Yemen. Sample of 300 small and medium enterprises was used for the study. The population are the medium and small companies in Yemen, which number 573 companies. Simple random sampling and stratified sampling method were used to select the respondents. Result shows that Innovative marketing strategies play a significant role and influence to increase the performance of SMEs in Yemen, as empirical findings are consistent with results of this research. One of the most prominent recommendations of the study that marketing strategies are important tools in SMEs for the survival and expansion of businesses and to reach the largest segment of markets and customers and should be developed. The Marketing strategies concentrate specifically on the long-term competitive advantage of the company, its clients, rivals and stakeholders. The marketing strategies should be valued to be fair in the ever-evolving market environment. Based on the study, marketing strategies have made an important contribution to improve performance.
Keywords: Marketing Strategies, Innovative Marketing Strategies, SMEs, Performance.
Title: THE IMPACT OF MARKETING STRATEGIES ON THE PERFORMANCE OF SMALL AND MEDIUM ENTERPRISES IN YEMEN
Author: Nabil Ali Al-Hayat, Abdoulrahman Aljounaidi
International Journal of Social Science and Humanities Research
ISSN 2348-3156 (Print), ISSN 2348-3164 (online)
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