Abstract:

This paper describes the cluster for small and medium-sized enterprises (SMEs) in Indonesia based on their marketing strategy. To conduct this study, we first reviewed the literature of marketing strategy for SMEs, then conducted a survey of 130 SME owners in Indonesia regarding their marketing strategy practices, using the SME marketing strategy concept Carson and Gilmore (2000), and Gilmore (2011). We next performed a hierarchical cluster analysis to develop a typology of marketing types consisting of: aggressive marketers, mass marketers, value marketers, traditional marketers, and minimizer marketers. We then examined the marketing performance of each type. Aggressive marketers had superior performance and minimizer marketers had the lowest performance.