Analysis of Strategic Marketing in Small and Medium-sized Enterprises: Case of the Bakery Industry in Colombia

Small and medium-sized enterprises (SMEs) are in a competitive system. The objective of the research was to analyze strategic marketing in SMEs in the bakery industry in the city of Barranquilla, for which a hypothesis is presented on the positive relationship between consumer behavior in relation to marketing strategies. Due to this, a categorical regression model was performed to test the hypotheses. The results showed that the industry analysis is more relevant for those companies that adopt a mature market strategy. The analysis of consumer buying behavior and the analysis of market demand dynamics prevail in the new markets strategy. Although product differentiation to achieve positioning is an important driver for companies that use growth market strategies, it is concluded that the consumer buying behavior hypothesis is valid because the analysis allows implementing differentiation actions that are included in strategic control, which is a complex thought process developed by top management.