Abstract:
Purpose-The reason to produce this paper is to better understanding why many SMEs in Northern
Provinces produce poor results and propose a model of marketing strategy for struggling MSMEs
in the postwar situation, in Sri Lanka.
Design/ approach-This is a conceptual paper which discuss a new insights of Marketing strategic
model with considering the factors combined effect of varying degree challenges on performance of
SMEs in this postwar environment.
Findings: We develop a conceptual framework that identifies three dimension of strategic
alternatives of marketing in post war situation as marketing mix, diversification and environmental
strategy.
Research implications-This conceptualized framework model revealed very practical, realistic and
applicable strategic insights of marketing strategic and instead of recommending any common
strategies for post war SMEs.
Practical implications: There is vast differences in marketing strategic application between the
developed and developing countries. Still Northern Province in Sri Lanka has been sustaining the
war wound of local war, there is huge need to develop the marketing strategies to face dynamic,
competitive world and postwar environment. This marketing strategic framework will contribute
some extent to improve the SMEs.
