Abstract:
Small and Medium Enterprises (SMEs) play a pivotal role in the development of the
country. The objective of this study was to collect the information on marketing
strategies currently employed by the small and medium enterprises in the Batticaloa
District. The analysis based on the 106 numbers of entrepreneurs who were responded
to the questionnaire survey conducted on randomly selected samples.
The study majorly examined the information such as personal information of the
entrepreneurs, nature of the business, product strategies, pricing strategies, promotion
strategies, place strategies that influences in the performance of small and medium
enterprises in Batticaloa district.
The research findings revealed that the nature of businesses, revealing a clear
preference for product categories like sweets and snacks lead with the highest number
of entrepreneurs, 28.3% showcasing its popularity in the Batticaloa. Majority of
entrepreneurs in Batticaloa district around 62%o fall under the small-scale category. The
analysis of data on production and marketing strategies indicated that the adaptability
of these enterprises, with social media and exhibitions being the most utilized
promotion methods. The survey highlights that advertising ways shift towards digital
platforms
This study provides valuable insights to improve the marketing strategies of small and
medium enterprises in Batticaloa district to enhance their productivity and profitability
in successful way for long term manner.
