Paper Details

The small scale industries (SSI) play a significant role in the economic development of the country by stimulating generating employment opportunities, Entrepreneurial skills, and contributing to export. In India, the industry has shown creditable progress in terms of employment, output, export etc. during the last decade. The progress has been entrapped because the industry faces a lot of problems like finance production, marketing, and personnel. In the present study, an endeavour has been made to determine the strategy being pursued for formulating marketing plans and pattern of their organisation structure by the entrepreneurs of small scale industries located in Varanasi district. The present study also examines the marketing problems of small-scale industries working in the district of Varanasi. The study opines that the marketing problems has arisen mainly due to cut throat competition from other industries, adoption of cost oriented pricing, lack of advertisement, non branded products etc. Due to The (COVID-19) global pandemic a lot of changes in marketing, advertising, and media spends, pressing businesses to thinking about current and future marketing and advertising to maintain a regular income. Whereas brands currently seek to strike the true tone during a global emergency, the future market alteration, increased demand and competition for creative and best marketing practices.

Marketing planning, Organisational structures, SSI