Marketing Strategies of Small Scale Industries: A Review

The aim of the paper is to investigate the factors influence the price decision, selection of distribution channels by the SSI. In the era of globalization small manufacturers are facing lot of problem in area of marketing mix such as product planning and positioning, pricing and distribution issues. The entrepreneur’s perception relating to these various issues have been highlighted in this paper. A number of statements indicating the marketing mix issue have been developed and the respondents were asked to express their level of agreement/disagreement with this statement on five point Likert scale the major finding reveals that small manufacture are not using well versed with the marketing mix techniques and do not use latest marketing tool such as e-marketing or web marketing. The promotion of the products by advertising is not prevalent among these units. The major findings reveals that government policies is not favorable for the small scale industries and government not providing any financial help to the small scale industries .The promotion of the products by advertising is not prevalent among these units.