Initial research proposal Essay Example | Topics and Well Written Essays - 500 words

Initial research proposal - Essay Example in general, as a result of this; it has been defined in a perplexing number (different ways in reference to their location in the world) (Watson and Evertt 1996; Boon and Theng 1996). Market Segmentation, Brand Positioning and Targeting; these are the foundation on which the concept of SBE is based i.e. the brand’s ability to identify, create and maintain a niche market. Frost and Strauss theory is best to evaluate this as it incorporates and illustrates SBE objectives in relation to all the products under that range, and looks at all needs that aims at satisfying the individual or organization (Smith, 1995). Consumerism and Branding style and how these are linked to Self Identity and then examine how SBE incorporates this into its marketing strategy in order to appeal to its target market (Armstrong & Kotler 2003). Marketing Communication channels used by SBE in order to influence consumer decision-making with reference to the Consumer Decision-making Model, Theories on Diffusion processes, and other Buyer Behavior Theories. (Smith et al 2002) In the world’s economy, Small Business Enterprises (SBE’s) have a major impact. They contribute a lot towards the economy in facilitating employment growth and development. In reference to (Mulhern 2005), small and medium sized businesses cover around 99% of all Europeans companies. The same sector offered over 66% of the overall employment in the region. The fact that this business steer the economy is supported by analysis done in underdeveloped countries, the number of the small sectors is far much less than that of the developed countries (PORTER, 2001). As the economy continues to plummet, SBE have had to adapt in order to survive the harsh economic times as competition for the already limited target market is fiercer and as such some SBE are turning to technology and the internet to attract, extend the market target and keep their customers. (Alex Blyth 2010) KOKKINAKI, F. and AMBLER, T. (1999),