| If one was to compare small and medium scale | | | | with their nearness to the final consumer makes it |
| business against large scale operations one would | | | | easier for them to this more effectively compared to |
| notice a number of differences. These differences | | | | large corporations. Large corporations make use of |
| would likely be in relation with size, scale of operations, | | | | middle men and sometimes a long distribution chain to |
| capital base, number of employees and amount of | | | | connect to the final consumer. This makes feed back |
| profit made. In all of these categories a large scale | | | | from the market less accurate and slower to gather. |
| corporation would out weigh any small or medium | | | | Small and medium scale business can also be more |
| scale business. The large size coupled with the large | | | | flexible in carrying out their marketing activities. The |
| capital base available to large corporations offers a lot | | | | market and the general business environment are very |
| of advantages. It makes it possible for it to enjoy the | | | | dynamic based on a lot of controllable and |
| benefits economics of scale provide. In parlance with | | | | uncontrollable factors. The small scale business |
| marketing activities it also offers large corporations | | | | operations are easier to adapt to change in the market |
| enough resources to carry out its marketing | | | | place making it thus better prepared to seize any |
| operations. On the surface it would seem impracticable | | | | advantage that presents itself. For example it would |
| or impossible for small and medium scale business to | | | | be easier for small scale business to start online |
| compete with large scale corporations considering the | | | | business operations if it becomes necessary than it |
| amount of resources at their disposal. | | | | would be for a larger corporation. |
| It is however important to note that there are some | | | | Since resources available to the small and medium |
| disadvantages which are associated with large scale | | | | scale business are limited it becomes even more |
| organizations which on the other hand make for an | | | | necessary that all resources be properly utilized to get |
| advantage to small and medium size business. The | | | | the optimal marketing benefits. Scarce resources call |
| peculiar nature of small and medium scale business | | | | for incisive marketing tactics to offer an operating |
| offers a unique advantage that many fail to ignore. In | | | | leverage and available resources spent at what would |
| comparison to larger corporations, small businesses | | | | do the most good. |
| are smaller and closer to the market and consumers. | | | | A small or medium scale business should thus create |
| This offers the unique opportunity for small and | | | | an outline of its marketing plan focusing on optimal use |
| medium size business to compete with large | | | | of its resources to take better advantage of its |
| organizations making use of superior more flexible | | | | comparative advantages. It should monitor properly the |
| marketing operations. | | | | market and its operational results. It should be ready |
| For marketing system to be effective in any | | | | and flexible enough to quickly responds to changes in |
| organization it has to make proper use of market | | | | the environment and take full advantage of any |
| feedback. Feedback from the market is a very | | | | opportunity. It has also proved useful for many to |
| important part of the marketing process. When a | | | | create or concentrate their marketing tactics towards |
| marketing campaign is launched or any marketing plan | | | | a niche in the market and do their best to capture their |
| launched it is important to monitor the effects on the | | | | market share. Doing this would make it better equipped |
| market. This involves efficient monitoring and analyzing | | | | to compete with other small scale competitors and |
| of operational results. The smaller size of small coupled | | | | even large scale corporations. |