| || || Chandra, Ashna Ashwini|
| || || Marketing potentials of small and medium enterprises in Fiji |
Author:Chandra, Ashna Ashwini
Institution: University of the South Pacific.
Call No.: Pac HD 2346 .F5 C53 2012
Copyright:Under 10% of this thesis may be copied without the authors written permission
Abstract: The main aim of this research is to analyse and identify the marketing potentials of small and medium enterprises in Fiji. Fiji is a small developing country with huge potential to take advantage from the resources available. This thesis attempts to explore the current marketing practices used by Small and Medium Enterprises (SMEs) in Fiji and to identify and establish marketing opportunities and see if SMEs have potential to reap benefits and instigate growth towards knowledgebased economy. Small and Medium Enterprises (SMEs) sector has emerged as a highly vibrant and dynamic sector of the Fiji’s and also of the most developing countries economy over the last five decades. The Purpose of this research is to identify the marketing potentials of Small and Medium Enterprises in Fiji by the use of selective factors using the literature and research questions.Small and medium enterprises (SMEs) generally refer to independently owned and managed businesses which employ a limited number of employees and have asserts within certain range. The specific size of employees and asserts differs slightly in definition from country to county. The Small and Medium Enterprise sector in Fiji plays an important role by providing employment to a substantial majority of the population and has been contributing to the economic development of this small developing nation in the South Pacific. The Small and Medium Enterprise sector in Fiji is still at a developing stage, and has been quite successful in a lot of ventures; it is also posed with some problems and challenges. Moreover the thesis will also highlight how the industry structure has implications on Small and medium businesses marketing which introduces tighter and new challenges for SMEs. They are faced with variety of challenges and opportunities. Nevertheless the study will also look at how marketing theory has been developed based on studies on large originations. Consequently, it cannot be applied directly to Small and Medium Enterprises, where marketing practices may differ