Marketing and strategic challenges with commercializing acceleration of Small-Growers Enterprises

Charles Tony Simphiwe Ngwenya

doi:10.36096/ijbes.v7i4.826

Authors

Charles Tony Simphiwe Ngwenya Graduate School of Business and Leadership, University of KwaZulu-Natal

DOI:

https://doi.org/10.36096/ijbes.v7i4.826

Keywords:

Marketing Mix, Resources Optimization, Channels, Promotion, Segmenting, Positioning

Abstract

The adoption of plausible strategic marketing deliverables within the sustainable agricultural ecosystem remains a challenge for small-scale growers due to scarce resources and constraint capabilities. The prospects of expediting access to markets and points of sale, which properly established and capacitated enterprises dominate, contain the ability for small-scale growers to commercialise their hard-earned crops and produce. This study unpacks the strategic marketing techniques and tools that small-scale growers could utilize to mitigate their active participation in the complex agricultural business ecosystem. The body of literature explicated various considerations that could be integrated into an attempt to demystify the common challenges and constraints that conform the small growers from the marking mix context and perspective. A positivism-oriented philosophy of the quantitative methodology was utilized in the study to solicit the description of the variables that constitute the elucidation of the strategic phenomenon in the study. The findings revealed that various marketing tools could provide constructive and beneficial advantages for small growers if applied efficaciously and correctly. The findings further indicated that packaging the marketing mixes intervention such as channels, segmenting positioning, channel, target market, and promotion could accelerate the small growers' attainment of sustainable competitive advantage within the broader scope of commercializing their enterprises.

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