Marketing Strategy Typology for SME in Indonesia: An Empirical Analysis

The problem in this research is which typology of marketing strategy that is appropriate for SMEs in Indonesia by combining all components in the marketing concept for SMEs that maximizes the performance of SMEs. So, the purpose of this study is to develop a typology of the most appropriate marketing strategy for SMEs in Indonesia. The unit of analysis in this study are SME owners in Indonesia. Based on BPS criteria and Indonesia's Legislation No. 20 the year 2008, the definition of SMEs in Indonesia is a business with a net worth of more than USD 50 million to 10 billion a year, with the number of workers between 5-99 people. Researchers used a direct survey interview. Results showed that aggressive marketers group are more aggressive in using all of their marketing strategies. Mass marketers did not pay much attention to product innovation as well as using other strategies such as price, distribution, and promotion used by other marketers. Value marketers are groups that focus on achieving customer satisfaction by providing quality products, prices and service to customers. Traditional marketers are most inferior in their use of e-marketing compared to the four other groups. While minimizer marketers is a group that uses minimal marketing strategies throughout the strategy available to them.