Analysis of the Current Marketing Strategies of Micro Small and Medium Enterprises (MSMEs) in Carcar City, Cebu, Philippines: Towards a Comprehensive Marketing Framework

This study examines the marketing strategies employed by Micro, Small, and Medium Enterprises (MSMEs) in Carcar City, Cebu, Philippines, with an emphasis on combining traditional and digital marketing strategies. The research involved surveys and interviews targeting MSMEs across diverse sectors including food, retail, manufacturing, and services. The analysis highlights the various challenges and opportunities faced by these enterprises in both traditional methods such as print advertising and outdoor advertising, alongside digital techniques like social media marketing and content marketing. Findings reveal that while traditional strategies maintain local trust and credibility, digital methods significantly expand market reach and engagement. The proposed comprehensive marketing framework synergizes these approaches, aiming to enhance the competitiveness and sustainability of MSMEs in Carcar City. This framework is designed to be adaptable, addressing the dynamic needs of businesses in the digital era while preserving the cultural and community-centric values integral to Carcar City’s commercial landscape. The study's insights are intended to guide MSMEs, policymakers, and stakeholders in fostering adaptable marketing practices that ensure long-term growth and resilience.