Title: Marketing Needs Assessment For SMES
Authors: Vince Richard Q. Gomez, John Vincent G. De La Cruz, Michael Dela Cruz, Shyla Manalo, Jason Bagason, Dr. Mark Alvin V. Lazaro, LPT
Volume: 9
Issue: 9
Pages: 34-42
Publication Date: 2025/09/28
Abstract:
Although they play a significant role in local economies, small and medium-sized businesses (SMEs) in the food industry are under growing pressure to change to a digital-first economy. With an emphasis on their difficulties, areas of weakness, and goals for development, this study investigated the marketing requirements of small and medium-sized food industry owners. Purposively chosen SME owners participated in semi-structured interviews as part of a qualitative study approach. Stronger Digital Presence, Customer Connection & Insight, Content & Storytelling Power, Resource & Skill Gaps, and Market Differentiation & Trend Monitoring were the five main themes identified by thematic analysis. The results show that even if owners recognize the value of regular digital interaction, their marketing efforts are frequently erratic and reactive because to tight resources, time restraints, and a lack of technological expertise. There is little competition or trend tracking, uneven branding, and primarily informal customer interaction. Structured posting systems, easily accessible feedback tools, brand kits, reasonably priced technology adoption, possibilities for mentorship, and proactive trend monitoring are all suggested by the research. In order to improve visibility, client loyalty, and competitiveness in a market that is changing quickly, SMEs may shift from survival-oriented marketing to strategic, sustained development by attending to these demands.