The use of marketing within the small and medium enterprises in the relationship they have with the marketplace becomes more and more a necessity, leading to the market oriented activities as well as understanding and implementing marketing as a philosophy. According to a marketing perspective, the activities, and especially the marketing activities within the small and medium enterprises shall not take place randomly.
The scarcity of resources which is a characteristic of this type or enterprises, as well as the objectives that they set to themselves regarding client satisfaction and maximization of economic efficiency implies a strict planning of their sequence of activities following a strategy which was assumed before. According to this perspective, the marketing strategic planning emerges into a complex process using the scientific instruments such as segmentation, positioning and marketing mix.
The present thesis has as a purpose the identification of the way the small and medium enterprises may use the instruments of the marketing strategic planning and the degree of their utilization into practice. Moreover, the present paper tries to underline the way the small and medium enterprises may adopt, implement and operate the instruments of the strategic planning correctly, so that they are able to generate the competitive advantage, the most important factor for their growth.