Integrated Marketing and communication connecting customers for sustainable growth and building brand for SME’s in Qatar

Abstract

SMEs in Qatar face various challenges to sustain and grow, which may even be a threat to their existence, leading them to exit the market if not dealt with carefully. This study focuses on Integrated Marketing and communication, a marketing strategy that can be implemented by SME owners to connect customers and build their brand effectively and efficiently. This research uses a mixture of both primary and secondary data in conducting the analysis. Secondary analysis is used to collect data regarding the state of SMEs in Qatar, to understand the challenges and the ability of the SMEs to sustain in this highly competitive environment. The primary data is collected with a sample of 40 SME owners in Qatar, recording their perception of the effects that IMC can have on their business. Comparing the challenges to the entrepreneur’s perception on IMC will help in understanding if implementing IMC will help SMEs to overcome their challenges.