MARKETING STRATEGY OF SMALL AND MEDIUM ENTERPRISES IN BAC NINH PROVINCE

Abstract

Bac Ninh has a favorable geographical location for developing economic sectors, about 20 km from the capital Hanoi, and is a bridge between the three key economic triangles of Northern Vietnam. From a purely agricultural province, Bac Ninh has become the country's leading industrial province. However, along with the increase in GRDP, the number of unemployed people in Bac Ninh's working age tends to increase from 2014 to nearly 40 thousand people in 2021 (Dong et al., 2022).The objective of this research is to analyze, evaluate, and measure the marketing strategies of SMEs in Bac Ninh Province.We use qualitative research methods by inheriting previous studies and interviewing experts. Besides, analytical methods such as descriptive statistics, reliability analysis through the Cronbach alpha coefficient, EFA, and ANOVA analyses are used to test and measure the scales. Research results show that the marketing strategies of small and medium enterprises in Bac Ninh Province are highly appreciated. There is not a statistically significant difference in the marketing strategies of small and medium enterprises in Bac Ninh Province between these different business operating times. Thereby providing recommendations for SMEs in Bac Ninh on marketing strategies to improve high business performance and scale expansion.