Abstract:
The study is on factors affecting the extent of use of marketing plans, the impediments that affect the performance of
SMEs. The background to the study is that most SMEs are not involved in marketing planning and implementation.
The study is important because SMEs despite their contribution to the economy have not been given attention as the
research of marketing planning and performance has been biased towards large enterprises. The major findings of
the study are that these SMEs lack of skilled human resources contributes to poor formulation and implementation
of marketing plans for SMEs in Zimbabwe. The other findings were that poor management skills as human
resources, financial management, general management and marketing results in poor implementation and
performance of SMES in the sector on terms of profitability. Data was collected through secondary sources and
observation of the marketing planning activities of the SMES. The results indicate that SMES in the sector do not
have marketing plans and the few that have them do not implement them hence these organizations are run on trial
and error strategies. The managerial aspects which are in short supply have negative effects on the planning and
performance of SMEs in the sector. The results also indicate the past economic recession characterized by economic
factors such as foreign exchange shortages, high interest rates affected their planning and performance negatively.
The study recommends that Universities should hold workshops for these SMEs so that they are educated on
marketing planning and implementation take measures so that they become aware of these concepts. Lastly, the
study recommends the Ministry of SMEs, and other support institutions such as Empretec, SEDCO, and Banks take
measures to ensure the survival, growth and development of this sector which has potential to steer the economy.
These measures are expected to improve the managerial skills in SMEs and consequently result in improved
performance through the adoption of marketing planning.
