MARKETING RISKS AND STRATEGIES OF SMEs IN THE SECOND DISTRICT OF CAPIZ

Boñales Mary Grace

Abstract


The study was conducted to determine the level of marketing risks and the degree of marketingstrategy of 198 randomly selected small and medium enterprise in the second district of Capiz.The researcher utilized a descriptive-correlational research design. Random sampling wasemployed to determine the number of respondents per municipality. A validated and reliabilitytested researcher-made questionnaire was used to gather the needed data. Statistical toolsused to analyze and interpret data were frequency count, percentage, mean, Analysis ofVariance and Pearson-r. The findings of the study revealed that the level of marketing risk ofSMEs in the second district of Capiz as a whole was very high. Moreover, the degree ofmarketing strategies of SMEs as a whole was high. The result of the study found that there wasa significant difference in the level of marketing risk of SMEs in the second district of Capizwhen grouped according only to number of years in business operation. There was asignificant difference in the degree of marketing strategy of SMEs in the second district ofCapiz when grouped according only to type of business. Lastly, the level of marketing risk issignificant to the degree of marketing strategy of SMEs in the second district of Capiz

References


Baker, M. J. (1985). Marketing strategy and management (pp. 1-10). Macmillan Education UK. Ballesteros, M. M. & Domingo, S. N. (2015). Building Philippine SMEs Resilience to Natural Disasters. Philippine

Institute for Development Studies (PIDS). ResearchGate. Retrieved from

https://www.econstor.eu/handle/10419/127030. Belás, J., Dvorský, J., Kubálek, J., & Smrčka, L. (2018). Important factors of financial risk in the SME segment. Journal of International Studies, 11(1), 80–92. https://doi.org/10.14254/2071-8330.2018/11-1/6. Bennett, R. J., Smith, H., Montebruno, P., van Lieshout, C., (2022). Profitability of small- and medium-sized

enterprises in Marshall’s time: sector and spatial heterogeneity in the nineteenth century. Cambridge

Journal of Economics, 46(1), 219–249. https://doi.org/10.1093/cje/beab055. Calderon, J.F. (2008). Statistical for Educational Research Simplified, (1st Edition). U.N. Avenue, Ermita Manila:

Educational Publishing House. Calmorin, L. & Calmorin, M. (1996). Methods of Research and Thesis Writing. Manila: Rex Book Store. Campo, A. M. D. V., Avolio, B., & Carlier, S. I. (2021). The relationship between telework, job performance, work–life balance and family supportive supervisor behaviours in the context of COVID-19. Global

Business Review. Castro, M. C., & Mendoza, R. L. (2020). The Impact of Social Media Marketing on the Brand Loyalty of Filipino

Consumers. Philippine Marketing Association Journal, 15(3), 1-15. Cegarra-Leiva, D., Sánchez-Vidal, M. E., & Cegarra-Navarro, J. G. (2012). Work-life balance and the retention of

managers in Spanish SMEs. International Journal of Human Resource Management, 23(1), 91–108. https://doi.org/10.1080/09585192.2011.610955

Clarete, R., & Santos, R. (2017). Product quality and competitiveness of micro, small, and medium-sized

enterprises in the Philippines. Journal of Economics and Business Management, 5(1), 21-32. https://publisher.uthm.edu.my/ojs/index.php/jtmb/article/view/14598

Cruz, M. C., & Ramos, R. L. (2018). The Impact of Traditional Marketing Strategies on the Sales of Consumer Packaged Goods in the Philippines. Philippine Marketing Association Journal, 13(3), 1-15. Cuevas, R.E. (2018). Marketing risks and mitigation strategies for SMEs in the Philippines: A case study of the food

and beverage industry. Journal of International Business Research, 19(1), 1-15. Dela Cruz, S. R. B., & Santos, J. E. G. (2022). The Impact of Traditional Marketing Strategies on the Brand

Awareness and Purchase Intention of Consumers in the Philippines. Philippine Marketing

Association Journal, 16(2), 1-10. Dias Duarte, F., Matias Gama, A. P., & Paulo Esperança, J. (2017). Collateral-based in SME lending: The role of

business collateral and personal collateral in less-developed countries. Research in International

Business and Finance, 39, 406–422. https://doi.org/10.1016/J.RIBAF.2016.07.005

D'Souza, E. (2023, July 31). Why is Workplace Culture Important in SME Businesses? Elrona D'Souza SHRM- SCP℠. I help growing Start-Ups & rising SMEs Strive for Sustainable & Profitable Growth. Published Jul 31, 2023. Falkner, Eva & Hiebl, Martin. (2015). Risk management in SMEs: a systematic review of available evidence. The

Journal of Risk Finance. 16. 122-144. 10.1108/JRF-06-2014-0079. Fernandez, M. C., & Lopez, R. L. (2017). The Role of Marketing in Promoting Philippine Products to the Global

Market. Philippine Marketing Association Journal, 12(3), 1-15. Ferrell, O. C., Hartline, M., & Hochstein, B. W. (2022). Marketing Strategy Text and Cases. Cengage Learning. Garcia, J. D., & Perez, R. L. (2021). The Impact of Integrated Marketing Communications (IMC) on the Brand

Performance of SMEs in the Philippines. Journal of Philippine Marketing, 16(2), 1-15. Garcia, J.R. (2015). The impact of marketing strategies on the performance of SMEs in the Philippines. Philippine

Journal of Management and Business Administration, 50(2), 1-15. Garcia, J.R. (2016). The impact of marketing risks on the competitiveness of SMEs in the Philippines. Asia-Pacific

Journal of Business Administration, 7(1), 1-15. Hasan, M. (2023, February 21). The Kodak Failure Story: How a Lack of Innovation Led to the Demise of a

Photography Giant. Published on LinkedIn. Retrieved from https://www.linkedin.com/pulse/kodakfailure-story-how-lack-innovation-led-demise-giant-mahmud- hasan#:~:text=Ultimately%2C%20Kodak's%20failure%20was%20a,photography%20industry%20shi

fted%20towards%20digital. Herman, W. (2015). Marketing communication model in social network Facebook. Information Management and

Business Review, 7, 42-45. Retrieved from http://www.ifrnd.org/journal/index.php/imbr

Hibbler-Britt, L. M., & Sussan, F. (2015). Small business success and social capital: A multi-cultural approach. Global Conference on Business & Finance 86 Proceedings, 10, 156-163. Retrieved from

http://www.theibfr.com/proceedings.html

Kinery, E. (2022, April 26). Four in Ten U.S. Small Businesses Plan to Raise Prices by at Least 10%. Bloomberg. https://www.bloomberg.com/news/articles/2022-04-25/four-in-ten-u-s-businesses-plan-to-raise- prices-by-10-or-more. Kotler, P., & Armstrong, G. (2013). The marketing mix: A practical guide to creating and implementing a winning

marketing strategy. Pearson Education. Kotler, P., & Armstrong, G. (2019). The marketing mix: A practical approach to marketing. Pearson Education. Kumar, A., Singh, P., & Sharma, A. (2017). The Role of Traditional Marketing in the Promotion of New Products:

A Case Study of the Automobile Industry in India. Journal of Marketing Communications, 23(3), 297- 317. Lamane-Harim, J., Cegarra-Leiva, D., & Sánchez-Vidal, M. E. (2021). Work–life balance supportive culture: A way

to retain employees in Spanish SMEs. International Journal of Human Resource Management. Li, X. (2022). The impact of product risk on the performance of small and medium-sized enterprises (SMEs): A case

study of the manufacturing industry in China (Doctoral dissertation). Tsinghua University. Lim, W. M. (2014). Sense of virtual community and perceived critical mass in online group buying. Journal of

Strategic Marketing, 22, 268–283. https://doi.org/10.1080/0965254X.2013.876068. Louw, L. (2016). SME Marketing: How to reduce your risk. Struto. Retrieved from

https://www.researchgate.net/publication/348060082_Can_SMEs_Capture_the_Social_Media_Pheno

menon_CRM_Strategies_to_Improve_Relationship_Performance/fulltext/5ff15dab92851c13fee30a75

/Can-SMEs-Capture-the-Social-Media-Phenomenon-CRM-Strategies-to-Improve-Relationship- Performance.pdf

Manalo, R. P., & Bautista, R. L. (2021). The Role of Marketing in Promoting Sustainable Tourism in the

Philippines. Journal of Philippine Marketing, 16(1), 1-15. Mendoza-Cifuentes, J. H., et al. (2017). An analysis of marketing strategy in small-and-medium-sized Colombian

enterprises. Revista de Contabilidad. Rowland, J., & Others. (2020). Full article: Business risk management in the context of small and medium-sized

enterprises. Retrieved from

https://www.researchgate.net/publication/283037526_Entrepreneurial_orientation_and_performance_

Is_innovation_speed

Sammut-Bonnici, T., & Channon, D. (2015). Pricing strategy. In W. M. Wang (Ed.), Wiley encyclopedia of

management (pp. 1-3). https://doi.org/10.1002/9781118785317.weom120162.

Santos, M. C., & Dela Cruz, R. L. (2019). The Effectiveness of Digital Marketing Strategies in Generating Leads

for SMEs in the Philippines. Philippine Marketing Association Journal, 14(3), 1-15. Shah, S. Z. A., Khan, M. S., & Khan, S. N. (2018). The Effectiveness of Traditional Marketing Strategies in the

Digital Age: A Case Study of the FMCG Industry in Pakistan. Journal of Business Research, 92, 474- 484. Shiau, W.-L., & Chau, P. Y. K. (2016). Understanding behavioral intention to use a cloud computing classroom: A

multiple model comparison approach. Cell, 53, 355–365. Small Business Development Center (SBDC). (2023). Product risk management for SMEs. University of the

Philippines. Smallbone, D., & Riahi-Belkaoui, A. (2013). Price risk management for SMEs: A literature review. Journal of

Small Business and Enterprise Development, 20(1), 21-39. Stetson, S. J. (2018). Marketing Strategies for Small Business Sustainability (Doctoral dissertation). Walden

University.https://scholarworks.waldenu.edu/cgi/viewcontent.cgi?article=7331&context=dissertations. Suharyanto, Hamdani, and Purwanto. (2015). The Impact of Marketing Risk on the Performance of Small and

Medium-Sized Enterprises (SMEs): A Case Study of the Food and Beverage Industry in Indonesia. Universitas Padjadjaran. Taneja, S., & Toombs, L. (2014). Putting a face on small businesses: Visibility, viability, and sustainability the

impact of social media on small business marketing. Academy of Marketing Studies Journal, 18, 249- 260.Retrievedfromhttps://www.abacademies.org/journals/academy-of-marketing-studiesjournalhome.html

Vance, T. J. (2016, September). The Financial Impact of Employee Turnover. Research Journali's. Journal of

Human Resource. https://researchjournali.com/view.php?id=3118

Willmott, P. (2019). People Risk Management: A Comprehensive Guide. Routledge. Yang, S. (2019). Research on employee separation and management in small and medium-sized private enterprises. Theory and Innovation, 3

Younus, Ahmed, Abumandil, Mohanad, & Zaidan, Muslim. (2022). Investigating Different Factors Impacting

Employee Performance in Irish Small and Medium-Sized Enterprises. Journal Title, 12(3), 3598-3607. Zelbst, P. J., Green, K. W., Sower, V. E., & Abshire, R. D. (2014). Management Research Review, 37(11), 970–989. https://www.emeraldinsight.com/doi/abs/10.1108/MRR-10-2014-273




DOI: http://dx.doi.org/10.33021/ideas.v4i2.5850

Refbacks

  • There are currently no refbacks.


Copyright (c) 2025 Boñales Mary Grace

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Editorial Office:

President University Master of Technology Management Program
Jalan Ki Hajar Dewantara Mekarmukti
Cikarang Utara, Bekasi, Jawa Barat
Indonesia

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.