Assignment Task
Inroduction
Micro, small, and medium enterprises are important in a society’s economy. The government even identifies the critical existence of MSME entrepreneurs. The government’s attention to the MSMEs manifests the government’s support for the small individuals in the economy.The fate of business owners and MSMEs worldwide is determined by marketing andentrepreneurship (Prasetyo, et al, 2020). Particularly, marketing is an important but undervalued element of creating a new venture. The identification as well as evaluation of the opportunities of the market, along with their strategic and tactical development, are the core of the procedure of entrepreneurship. Entrepreneurship marketing is a very important part of any business strategy. It needs a proactive orientation, emphasis on the customers, risk management, value creation, and the use of the opportunity for an interactive approach to marketing to succeed. The entrepreneurship marketing campaigns help highlight the company’s biggest strengths and emphasise consumer values. Concentrating on innovative products or excellent customer service is one of the best ways to stand out from competitors. Some claim entrepreneurs should use their imagination and instincts to produce products and services that meet customers’ needs. Some claim that before beginning an endeavour, a market study is essential for determining what customers want and need and whether a business idea is workable (Yatminiwati et al., 2021). Entrepreneurs must balance the demand for creativity and innovation with the necessity to create marketing plans to draw in and keep consumers. The research will assess the entrepreneurial marketing role and its adaptability in a case study organisation.
Case Study
Homegrown Platter is an online marketplace that links farmers and consumers. Aarushi and Nikhil launched it in June 2020; after being inspired by their travels to rural areas in India, they encountered small farmers who farmed herbs and agricultural products on small farms. Homegrown Platter provides a huge product range comprising food and beverages, condiments, spices, herbal teas, and other products sourced from local farmers across India. Homegrown Platter obtains its ingredients from local farmers in India who practice traditional and organic farming methods, and it contains high nutritional values. The company also provides a subscription service in which a box of fresh foods is sent to the user weekly or monthly. This company has unique products and has successfully achieved its business goals.
Aim of the study
The main aim of this research is to analyse the role of entrepreneurship marketing at SME Homegrown Platters, which provides organic food products by connecting Farmers and consumers And aims to critically examine the relevance of the established marketing theory in an SME context. This research will help determine how Homegrown Platter practised dimensions of entrepreneurial Marketing to get good results in their business performance.
Research Objectives
The main objective of this research is
- To analyse the role of entrepreneurship marketing and utilisation of entrepreneurial marketing dimensions at Homegrown Platter to develop their business performance.
- To critically examine the relevance of the established theory of marketing in the SME context at Homegrown Platter
Research Questions
Following are some of the research questions:
1. What role does entrepreneurial marketing play at Homegrown Platter?
2. What is the relevance of the established marketing theory in the SME context at Homegrown Platter?