Positioning strategies in the micro and small scale enterprises

The role of micro and small scale enterprises is undoubtedly pivotal in the growth of developing economies.As focus continues to shift to these enterprises, there is need to focus on marketing strategies as a way of mantaining a competitive edge.One of the strategies the entreprenuers in this sector can employ is positioning. This study examines the positioning strategies used by the entreprenuers and their effect on perfomance;with a specific case of furniture dealers in Huruma Estate, Nairobi, Kenya.

Autorentext

Masua Mutua has worked with financial institutions, among them Faulu Kenya, Standard Chartered Bank and currently Jamii Bora Bank; and developed a keen interest in the growth of MSEs.He holds a Bachelor of Arts degree from the University of Nairobi and a Master of Business Administration (Marketing) from the same university.